How Much Is Coca-Cola Worth? The Difficulty of Putting a Price on a Brand

El Pais

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Factuality

Ownership

On 29 May, Puig’s shareholders’ meeting will vote whether or not to sell the brand Aromas de Castilla, a classic colony of the house, for 20,000 euros. What is striking about the process is the price, apparently low for a historical stamp that belongs to the group for 58 years. Brands, like other intangibles of the companies, usually appear in the balance sheets within the trading fund and are the basic capital of many companies. Bringing this p…