News

Technology dominates the intangible market

The top seven companies with the largest intangible value in the world belong to the technology sector. They are Amazon, Microsoft, Apple, Alphabet (Google), Alibaba, Facebook and Tencent. This is discussed by the Global Intangible Finance Tracker (GIFT) 2018, which was presented this Tuesday by Corporate Excellence and attended by Proa Comunicación. However, these intangibles, which represent a high percentage of their business values, are not disclosed. For example, Amazon: of the 827 billion dollars accounted for by intangibles, 810 billion are undisclosed.

Another sector with an important presence in this ranking is telecommunications. Specifically, there are four companies, led by AT&T. It is followed by the American Verizon, Softbank of Japan and Deutsche Telecom of Germany. Intangibles in the case of AT&T amount to 220 billion dollars, which represents 62% of its business value.

In other economic spheres, according to the report, there are huge gaps between the leaders and the companies that follow them. For example, in the aerospace and defense sector, the United Technologies network reveals intangibles worth 16 billion dollars, which is double the total disclosed by the runner up, Rolls Royce. This gap can also be seen in sectors such as the medical sector: the net number of intangibles revealed by Dow DuPont is five times that of its closest rival.

The report also confirms the growing importance of intangible assets in companies in the global economy, as well as trends in this area within different countries.

You can view the full report with all the graphics here: http://brandfinance.com/images/upload/gift.pdf

Dick Cheney, the last politician in the shadows

A few days ago, in the pre-release screening of Vice in Spain organised by the journalism forum Conversaciones con, Pablo Pardo, correspondent of the newspaper El Mundo in the United States, characterised the almighty Vice President Dick Cheney's relationship with the press, noting how "Cheney decided to elude the press,...

Mirian Izquierdo -- Why family businesses need to be transformed through boards of directors and independent directors

Much of the research comparing the financial performance of family firms with that of non-family firms emphasises that family firms outperform other firms. However, several studies since the research: Board Composition, Balancing Family Influence in S&P 500 firms (Anderson, Reeb 2004) conclude that by eliminating family firms from the financial results, family firms outperform non-family...

Fabiola Vásquez Gómez -- Solidarity in communication

For almost a whole year, people have been alone in their homes and some, the lucky ones, with their families. As a result of this situation, brands have sought to take advantage of the vacuum for their communication, which is why solidarity is presented as a necessary asset in order to...

Litigation Communication

Rocío Hidalgo, PROA Comunicación Manager in the Valencian Community, details the litigation communication service. Proa Comunicación acts before economic crimes, violation of competition rules or data protection, labor or environmental conflicts, accidents, human rights and other situations that may affect the reputation and good name of people and companies. <span...

-- Interview with Enrique Arribas, President of the Spanish Marketing Association

Valvanuz Serna Ruiz, managing partner of PROA, interviews Enrique Arribas, president of the Spanish Marketing Association (AMKT) and director of Marketing, Corporate and Brand of the Santander Group. Both reflect on the intangible values of the company -reputation, transparency, authenticity, among others-, the discipline of Marketing and...

María Domínguez -- Kate Winslet: empathy and confidence for the perfect interview

A video of Kate Winslet in an interview with a child journalist flooded social media, serving as a reminder about the importance of empathy, and about not forgetting the first times we too have faced a challenge, especially in the professional sphere. But since...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.