Examinando por Autor "Ayala Saénz, Andrés Felipe"
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- PublicaciónAcceso abiertoAnálisis de la valoración de marca como activo intangible de las empresas: valoración de marca por la metodología de opciones reales. Una aproximación menos subjetiva del cálculo de este intangible(Bogotá : Universidad Externado de Colombia, 2018., 2018-06-28) Ayala Saénz, Andrés Felipe; Moreno Trujillo, John FredyThe market in the 21st century, has stopped focusing on the manufacture and marketing of goods and services exclusively, today it's not enough to only offer a good quality product that meets the needs of consumers al a fair price; lt is also necessary to promote the growth of intangible assets such as the brand to strengthen revenues and positioning in the market. For this reason it is necessary to make an assessment of the brand and its growth within the companies so that managers perform strategies to benefit the income of their goods and services. Valuing the intangible adequately is a priority for the strategic direction of the companies, which is why this paper seeks to highlight the use of the real options model, which within its calculation does not take subjective variables and is based on financial data. of the company, elements that in other valuation models are not evident due to their dependence on the subjective variables that an intangible has as the brand, which generals a risk of overestimating the final value of the intangible.