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Doctoral Thesis
DOI
10.11606/T.12.2005.tde-27122005-214349
Document
Author
Full name
Mario Cesar de Mattos Milone
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2004
Supervisor
Committee
Fama, Rubens (President)
Kayo, Eduardo Kazuo
Securato, Jose Roberto
Sousa, Almir Ferreira de
Teixeira, Rubens Janny
Title in Portuguese
Cálculo do valor de ativos intangíveis: uma metodologia alternativa para a mensuração do valor de marcas
Keywords in Portuguese
Administração
Ativos intangíveis
Empresas – Avaliação
Marcas
Abstract in Portuguese
Cada vez mais tem sido evidenciado pela performance das empresas nos mercados financeiros que uma parcela significativa do seu valor não está vinculado aos ativos tangíveis que ela possui. Diversos estudos acadêmicos sugerem que outros ativos são responsáveis por esta geração de valor adicionado nas empresas: os ativos intangíveis. Dentre os vários ativos intangíveis que aportam valor a uma empresa, a marca tem sido destaque em diversos trabalhos. Existem evidências que marcas fortes geram valor adicionado às empresas, sendo a sua mensuração um grande desafio. Diante disso, neste estudo elaborou-se uma metodologia alternativa de mensuração do valor de marcas baseada no método do fluxo de caixa descontado. Para tal, foi desenvolvida uma ferramenta denominada Scorecard da Marca que identifica e quantifica a influência que a marca exerce na capacidade de geração de fluxos futuros de uma empresa. A metodologia alternativa foi aplicada a empresas de diferentes segmentos de mercado, a saber: Banco Itaú e Unibanco do setor de Serviços Financeiros e Perdigão e Sadia do setor Alimentício. Ficou demonstrado, pelos resultados obtidos, que a metodologia proposta captou as diferenças entre as empresas analisadas e possibilitou a mensuração do valor específico de cada uma das marcas. Assim, foi possível incorporar, de maneira mais abrangente, o impacto que as marcas agregaram aos resultados financeiros das empresas.
Title in English
Intangible assets valuation: an alternative methodology for the valuation of brands
Keywords in English
Brands
Business Administration
Enterprises - Valuation
Intangible Assets
Abstract in English
The performance of companies in the financial markets for the past few years has led to the conclusion that a very significant portion of their value can not be directly explained by the tangible assets they possess. Recent academic studies have suggested that the value creation in these companies are caused by the intangible assets. Amongst the various different intangible assets that help create value in companies, the brand has been focus of several studies. Empirical evidence have shown that strong brands help create added value for the companies that control them. Additionally, the identification and calculation of the value of brands has posed as a huge challenge. In this context, the main objective of this study was the development of an alternative methodology for brand valuation, based on the Discounted Cash Flow (DCF) model. In order to accomplish this objective, an instrument called Brand Scorecard was developed in order to capture the brand’s influence in the companies’ excess cash flow creation. This alternative methodology was applied to four different companies, participating in two distinct market segments. They are: Banco Itaú and Unibanco of the Financial Services segment and Perdigão and Sadia from the Food segment. The results indicate that the proposed methodology was efficient in capturing the main differences among the companies and brands. The methodology was also capable of capturing the value of the brands by identifying and isolating their relationship with the companies’ excess cash generation capacity.
 
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Publishing Date
2006-01-17
 
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