Determinación del valor de la marca CANTU representada por LVXO desde la perspectiva financiera y de marketing digital

Abstract

The intangible assets management within companies has been a subject of limited analysis that has gained more recognition in recent years. The management of a specific brand requires recognizing its strengths and the aspects that influence its development. This integrative project applies qualitative and quantitative methods, so that from the analysis of Brand Asset Value from a marketing perspective, it is possible to identify how the CANTU brand is positioned in terms of differentiation, relevance, esteem and knowledge. On the other hand, from the financial point of view, the brand value is identified through discounted cash flows and the WACC is considered. Finally, from the Interbrand method, the financial perspective is integrated with marketing and an adjusted value of the brand is obtained.