Valoración de marcas a través de modelos financieros. Una aplicación a Melia Hotels International

Abstract

The aim of this paper is to examine and to develop a brand valuation financial model in the hotel industry. The article discusses the appropriateness of the multi period excess earning of assets (MPEE) methodology respect to the theoretical framework, the international accounting standards, as well as to the specific problem of the brand in the hotel industry. First, from a theoretical perspective and, also, through its application to the listed company Melia Hotels International. Despite the MPEE is widely used by consulting and practitioners its development has not been proposed and discussed previously enough deeply constituting the main contribution of this article. The applied to Melia Hotels reveals that MPEE methodology is very suitable for this purpose, as well as the importance of brands respect others assets in this sector, hence, the necessity to know its value for an adequate management. This is especially useful in corporate processes, such as in mergers and acquisitions, where the accounting standards require the identification and valuation of the intangible assets acquired.