Munich Personal RePEc Archive

Marca comercial y D.O. Ribeiro: una primera aproximación a su valoración económica

Gómez Conde, Jacobo and Barajas, Angel (2008): Marca comercial y D.O. Ribeiro: una primera aproximación a su valoración económica.

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Abstract

Brand valuation has taken great relevance within the companies. The reason is that it is constituted like an attribute more of the company. There is one characteristic that emphasizes over the rest: the difficulty to apply to objective criteria for its economic valuation. Although, it is a fact that consumers appreciate the brand of the products that they acquire. In the wine sector that is more evident.

The objective of this work is to establish a methodology for the valuation of the capacity of Brand income generation. We apply that methodology to the two biggest Brands belonging to the Denomination of Origin Ribeiro: Viña Costeira and Viña Reboreda. We estimate therefore the value that each of them create for the propietary warehouses of its rights.

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