Valoração de marcas: Novas direções

Autores

  • Ricardo Rodriguez Whately Pontificia Universidade Catolica do Rio de Janeiro

Palavras-chave:

Brand equity, Valoração de marcas, CBBE, FBBE, Valor de marca

Resumo

Objetivo: Apresentar um histórico dos estudos sobre mensuração financeira do valor de marcas, discutir as barreiras que dificultaram seu progresso, e apontar novos caminhos para o desenvolvimento de um modelo de valoração de marcas que seja útil para os praticantes.

Método: Trata-se de um ensaio teórico, por apresentar uma crítica ao que já foi desenvolvido sobre o tema e apresentar novos caminhos para pesquisas futuras.

Principais resultados: O autor propõe novos caminhos para o desenvolvimento de um modelo de valoração de marcas que seja robusto academicamente e aplicável para os praticantes.

Conclusão: Marcas são parte significativa do valor de uma empresa, mas a mensuração de seu valor ainda não tem um consenso. Existe um campo fértil para a elaboração de estudos sobre valoração de marcas, em especial, buscando uma aproximação com o entendimento e necessidades dos praticantes.

Palavras-chave: Valoração de marcas, CBBE, FBBE, Valor de marca, Brand Equity

Biografia do Autor

Ricardo Rodriguez Whately, Pontificia Universidade Catolica do Rio de Janeiro

Doutorando e mestre (1999) em Administração pela Puc-Rio, MBA em gestão de negócios internacionais pelo IBMEC-RJ (2004) e graduado em administração pela UFRJ (1994). Foi executivo de Marketing no grupo Petrobras por 22 anos, ocupando cargos de gerência e de especialista nas áreas de Branding, Fidelidade e Inovação. Cursa no momento (2021-2024) o Doutorado em Administração na Pontifícia Universidade Católica do Rio de Janeiro, com ênfase em Marketing, sob orientação do Prof. Jorge Brantes Ferreira. Temas de interesse: Marketing Metrics, Interface Marketing & Finanças, Brand Equity, Marketing Internacional, Adoção de inovações e Comportamento do consumidor. 

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Publicado

2024-02-01

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Rodriguez Whately, R. (2024). Valoração de marcas: Novas direções. International Journal of Business Marketing, 8(2), 30–47. Recuperado de https://ijbmkt.org/ijbmkt/article/view/255

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