Brand valuation study of two coffee shops located in Guayaquil

Authors

  • Giovanni Norero Universidad de Guayaquil
  • Joffre Bernardo Loor Rosales Universidad de Guayaquil

DOI:

https://doi.org/10.53591/rug.v127i2.600

Keywords:

brand, brand value, coffee shops, intangible assets, Interbrand

Abstract

Companies use several types of indicators to measure their financial performance in relation to costs, production and sales but many do not pay due attention to one of the most important assets they have: the brand. The brand is the figure, whether iconic or font, which belongs to the intangible assets of companies whose principal objective is to make the customer associate a service or product to its manufacturer. In the Ecuadorian market, companies have brands but none of them have real monetary value. This study assessed the value of two brands but not from the subjective or emotional point of view that consumers may give to them but from the monetary value. To achieve this, two brands were considered: one was a traditional coffee shop in the city of Guayaquil operating for over 100 years and it was contrasted with the market leader. Sale records generated over three years for each of the companies were used and the Interbrand valuation method was applied to obtain the brand values showing that the brand belonging to the market leader is worth $11 million dollars more than the one of the traditional coffee shop. 

References

Arcor. Historia. Página web: http://arcor.com.ar/es_nuestraCompania_ todoSobreArcor_1.aspx Fecha de acceso: 01 junio 2016.

Criollo, Borbor y Paguay (2010): “Proyecto de valoración de la marca Arcor aplicando los métodos de valoración de Interbrand, modelo de Damodarán corregido por Fernández y método de Houlihan Valutation”.

Ecuador en Cifras. Cuadro de población por área según provincia, cantón, parroquia de empadronamiento y grupos étnicos. Página web: http://www.ecuadorencifras.gob.ec/ wpcontent/plugins/downloadmonitor/download.php?id=333&force =0 Fecha de Acceso: 05 mayo 2014.

Interbrand. Best Global Brands 2016. Página web: http://interbrand.com/bestbrands/best-global-brands/2016/ranking/ Fecha de acceso: 27 octubre 2016.

Varios (2013): “Cuadernos Latinoamericanos de Administración”. Universidad El Bosque: Bogotá.

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Published

2018-07-04

How to Cite

Norero, G., & Loor Rosales, J. B. (2018). Brand valuation study of two coffee shops located in Guayaquil. Revista Universidad De Guayaquil, 127(2), 1–9. https://doi.org/10.53591/rug.v127i2.600

Issue

Vol. 127 No. 2 (2018): July-December

Section

Research Articles

License

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