Method to Calculate the Financial Value of the Commercial Brands. Case “Cubita y diseño”, Brand Ownership of the CIMEX Group Companies

Abstract

The intangible assets constitute an income generation source for companies in which, the brand, is one of the most important and commercial impact. However, the formal determination or the scientific base of the value of this type of assets is a not well known in Cubans companies, like the case of the CIMEX Group of Companies, which has a wide brand market capital. The paper has the theoretic fundaments about brands, making emphasis in this definition from a financial perspective, and so like a diagnosis about the background and the present of studies of this kind, made in the Group of Companies. Several international models are presented that from this financial approach, are used to calculate the value of a brand, and finally a method is propose, that adapted to the company characteristics and the development environment of its activity, allows to determinate its value.