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Marcas Globales

Marcas Globales. Astrid Montoya Gisel Zepeda Leslie Alvarado Ingrid Rodriguez Iv ón Tapia Pamela Crarrera Yael Pulido. Estudios sobre mejores marcas en 2011. Interbrand BrandZ. Metodolog ía de BrandZ.

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Marcas Globales

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  1. Marcas Globales Astrid Montoya Gisel Zepeda Leslie Alvarado Ingrid Rodriguez Ivón Tapia Pamela Crarrera Yael Pulido

  2. Estudios sobre mejores marcas en 2011. Interbrand BrandZ

  3. Metodología de BrandZ Presentvalueexpectoftheearningthatthe Brand isexpectingtogenerate in thefuture:

  4. Steps • Corporation’sfinancials (proportionofearnings are attributableto particular brandwithinthecompany’sportfolio) à brandedearnings (removeapplicabletaxes, capital charges) àbranded intangibles earnings à allocateearningsacrossallthecountrieswherethatbrandoperates à data fromBloombergandkantarworldpanel.

  5. Whatproportionofthosebranded intangible earnings are attributabletobrandalone as supposedto non brandfactorssuch as price, distributionorlocation (brandcontribution) brandsearningsfromitsmostloyalcostumersà usan brandz data base (brandequityinformationonoffer 2 millionusersof a particular brandacross 24 countries)

  6. Variables analizadas en los estudios Interbrand vsBrandZ

  7. Propuesta metodológica:

  8. Comparativo de marcas

  9. Marcas de la Economía del conocimiento.

  10. Marcas latinoamericanas

  11. Blackberry vsFacebook

  12. FB vs BB Blackberry • En promedio ha bajado 12.5 en su desempeño financiero. El valor actual de la marca es de 15523.5 ($m). • Brandz ranquea FB en el lugar 35 con un valor de 19102, aumentando su valor en un %246 Facebook

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