Madrid, 27 de junio de 2022.- Las empresas están exigiendo nuevos retos a los departamentos de finanzas en materia de valoración de activos y Brand Finance, la consultora líder independiente de valoración de marcas que cumple con los ISO 10668 e ISO 20671 sobre la materia, que analiza las 500 marcas más valiosas y fuertes del mundo, da respuesta a esas nuevas necesidades del CFO.
Las estrategias sostenibles son cada vez más importantes para los stakeholders, especialmente para los inversores. Pese a que las acciones en materia de ESG no se desarrollan desde los departamentos financieros, son, como otros muchos intangibles, financieramente importantes. Su correcta valoración es clave para los resultados del negocio, cada vez en mayor medida debido a la importancia de estos criterios para la sociedad actual.
Pilar Alonso Ulloa, Managing Director Iberia (España, Portugal) y Sudamérica: “La estrategia de ESG es imprescindible en la hoja de ruta de crecimiento de cualquier empresa. Valorarla adecuadamente es una estrategia de éxito para que las marcas brillen a los ojos de los inversores, los reguladores, las agencias de puntuación ESG y los organismos financieros.”
Las marcas y las empresas están cambiando vertiginosamente. Funciones que antes se colocaban en la columna de “gasto” de las empresas, han pasado a incrementar la cuenta de resultados si se gestionan adecuadamente. La dirección financiera cumple un rol importante a la hora de promover la transición a la sostenibilidad ya que los principios ambientales, sociales y de gobernanza tienen que estar integrados en los modelos de negocio de las organizaciones y en los presupuestos.
Otros servicios asignados al nuevo rol del director financiero que requieren de valoración son los procesos de asignación de precios de compra (PPA) en combinaciones de negocios, precios de transferencia, informes periciales, tasas de royalties, fusiones y adquisiciones (M&A), estimación de lucros cesantes, indemnizaciones y daños reputacionales entre otros.
Para dar respuesta a esta nueva necesidad del mercado en España, Portugal y Sudamérica cuenta con un equipo liderado por Pilar Alonso Ulloa en España, Portugal y Sudamérica sustituyendo a Alex Haigh que pasa a ser Managing Director Asia Pacífico liderando el crecimiento que la consultora está experimentado en esos países.
Pilar se incorporó a Brand Finance en septiembre de 2021 como directora de Valoración para España y Latinoamérica, fichaje que ha reforzado la estrategia de la compañía en España y Latinoamérica de unir las áreas de Marketing y Finanzas liderando y participando en proyectos de valoración de empresas, negocios y activos intangibles, principalmente en el ámbito financiero, contable y fiscal. Pilar se incorporó después de 20 años en Deloitte Madrid, primero en el departamento de Auditoría y, más tarde, como Senior Manager del departamento de Valoración&Modelling.
Pilar Alonso Ulloa, Managing Director Iberia (España, Portugal) y Sudamérica: “Nuestra ventaja competitiva en España, Portugal y Sudamérica radica en la confianza que genera abordar estos proyectos en base a nuestra experiencia y el conocimiento de más de 25 años enfocados en la valoración financiera”.
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Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
