Brand valuation: a case study on Apple Inc. (Valoración de marca de Apple Inc.)

In our digital era, the importance of intangible assets has disrupted the traditional view of enterprises. In the last decades, this type of assets has risen considerably, replacing tangible assets as the main source of business value. In this sense, brands are a key factor to enjoy a sustainable long-term growth. An asset historically associated to marketing, but now a hot topic for financial academics and practitioners. This research paper aims to provide an analysis of the existing brand valuation approaches, especially in relation to the Information Technology sector. First, a critic view of the academic literature covering brand valuation approaches and appropriate discount rates is presented. Second, a case study is carried out about one of the strongest brands, from consumers and financial perspective: Apple Inc. Thereafter, the appropriate methodologies are applied to the branded firm, studying in depth their characteristics, advantages and limitations. Finally, conclusions and recommendations are proposed on the brand valuation of a leading technology firm. The final objective of this thesis is to emphasize the relevance of brand valuation and address its challenges. An analysis with the purpose of develop transparent, universal and consistent brand valuation methodologies