objetivos de la valoración de las marcas

1. By: vianey Maya
INTERBRAND

2. ABSTRACT
El objetivo de la valoración demarcas de interbrand brinda un análisisdesarrollado medianteuna
metodología sobrela marca dando una claridad decomo la marca esta teniendo resultados de negocio.
Interbrand publica un rankinganual delas mejores marcas globales,quevalora cada marca de
rendimiento financiero,emitiendo un informe anual " Best Global Brands ",Para calificarlasmarcas
deben tener una amplia presencia.
La organización parala estandarización ha reconocido el método de valoración demarcas con el
certificado ISO 10668:2010,el cual es una norma internacional queestablecerequisitos estándar para los
procedimientos y métodos para determinar el valor delas marcas hablando en términos monetarios.

3. ABSTRACT
The aim of the Interbrand brand valuation provides an analysis using a methodology developed in the
mark giving clarity as the brand is having business results.
Interbrand publishes an annualranking of best global brands , which values each brand of financial
performance, issuing an annual " Best Global Brands " To qualify drink brands have a strong presence .
The Organization for Standardization has recognized the brand valuation method with ISO certificate
10668: 2010, which is an international standard that establishes requirements for standard procedures
and methods for determining the value of brands talking in monetary terms.

4. ABSTRACT
L'objectif de la valorisation de la marque Interbrand fournit une analyse en utilisant une méthodologie
développée dans la marque donnant clarté que la marque est d'avoir des résultats commerciaux .
Interbrand publie un classement annuel des meilleures marques mondiales , qui valorise chaque marque
de la performance financière , l'émission d'une année «Best Global Brands » pour qualifier marques de
boissons ont une forte présence .
L' Organisation internationale de normalisation a reconnu la méthode d'évaluation de la marque avec le
certificat ISO 10668 : 2010 , qui est une norme internationale qui définit les exigences pour les
procédures et les méthodes de détermination de la valeur des marques de parler en termes monétaires
standard.

5. INTERBRAND
The brand valuation methodology tinned Interbrand to take into account all stakeholders.
The main function of brand analysis is to understand the buying behavior.
The strength is measured by the ability of a brand to achieve daily demand and over time
get to have the loyalty and thereby reduce risk.
.Interbrand was the first company to license its methodology that meets the requirements
of the ISO 10668 standard and has served as an excellent strategy in the development
of the standard itself.
There are three main components in the ratings: an analysis of the financial performance
of the products or services of the brand, the role of the brand plays in purchase decisions
and the competitive strength of the brand.

6. The annual ranking Interbrands ' most valuable brands in the world. The three key
indicators that determine the value of the brand are: the financial performance of the
products or services of the brand, the role of brand in the purchase decision process and
the strength of the brand.

7. Sources:
 Datamonitor.(2016)Methodology.febrero22,2016, the Thomson Reute and company
aqnnual report stio web http://interbrand.com/best-brands/best-global-
brands/methodology/
 redacción de branding. (2011). metodologia de valoración de marcas. febrero15,2011, de
redacción de branding Sitio web: http://www.puromarketing.com/3/8541/metodologia-
valoracion-marcas-interbrand-primera-obtener-certificado.html