{"id":42476,"date":"1999-01-01T00:00:00","date_gmt":"1999-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-importancia-de-la-marca-como-activo-intangible-y-la-determinacion-de-su-valor-en-el-marco-de-la-valoracion-de-empresas\/"},"modified":"1999-01-01T00:00:00","modified_gmt":"1999-01-01T00:00:00","slug":"la-importancia-de-la-marca-como-activo-intangible-y-la-determinacion-de-su-valor-en-el-marco-de-la-valoracion-de-empresas","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-importancia-de-la-marca-como-activo-intangible-y-la-determinacion-de-su-valor-en-el-marco-de-la-valoracion-de-empresas\/","title":{"rendered":"La importancia de la marca como activo intangible y la determinacion de su valor en el marco de la valoracion de empresas."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Mar\u00eda Jos\u00e9 Garc\u00eda Rodr\u00edguez <\/strong><\/h2>\n<p>El trabajo profundiza en la importancia de la valoraci\u00f3n de la marca para las empresas y analiza el modo m\u00e1s adecuado para obtener ese valor. A tal fin, se comienza explicando el concepto y funciones de la marca as\u00ed como el concepto de valor y sus principales componentes: fidelidad, notoriedad, calidad percibida e imagen.  tras desarrollar ampliamente estos componentes, el estudio se centra en la valoraci\u00f3n de la marca, comenzando por una breve referencia a la evoluci\u00f3n hist\u00f3rica del planteamiento sobre si valorar o no las marcas. seguidamente se analizan las ventajas e inconvenientes que para la empresa se derivan de esta valoraci\u00f3n, para posteriormente proceder al an\u00e1lisis de los m\u00e9todos que hasta el momento se han utilizado en la valoraci\u00f3n de la marca, resumiendo las teor\u00edas y metodolog\u00eda utilizada en cada uno de ellos. Para terminar se realiza un contraste emp\u00edrico en el que se calcula el valor de tres marcas de productos similares en base a los cuatro componentes mencionados, a fin de conocer c\u00f3mo valora el mercado cada una de estas marcas y en qu\u00e9 medida influyen sobre su valor cada uno de estos componentes.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La importancia de la marca como activo intangible y la determinacion de su valor en el marco de la valoracion de empresas.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La importancia de la marca como activo intangible y la determinacion de su valor en el marco de la valoracion de empresas. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Mar\u00eda Jos\u00e9 Garc\u00eda Rodr\u00edguez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Vigo<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1999<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Camilo Pradro Freire<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: encarnacion Gonzalez vazquez <\/li>\n<li>enrique Martin armario (vocal)<\/li>\n<li> Varela rodriguez Jos\u00e9 Antonio (vocal)<\/li>\n<li>Javier Landa (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Mar\u00eda Jos\u00e9 Garc\u00eda Rodr\u00edguez El trabajo profundiza en la importancia de la valoraci\u00f3n de la marca para [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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