{"id":7965,"date":"2017-12-27T17:12:19","date_gmt":"2017-12-27T16:12:19","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=7965"},"modified":"2017-12-27T17:12:19","modified_gmt":"2017-12-27T16:12:19","slug":"50-of-the-total-value-of-an-organisations-intangible-assets-according-to-corporate-excellence","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/","title":{"rendered":"50% of an organisation's total value resides in its intangibles, according to Corporate Excellence"},"content":{"rendered":"<p style=\"text-align: justify;\">According to a study of the evolution of the weight of intangibles published annually by Brand Finance together with Coporate Excellence in Spain, 50% of the total value of an organisation resides in its intangibles - reaching 80% in some sectors - and they represent a greater proportion than tangible assets in the total value of many businesses.<\/p>\n<p style=\"text-align: justify;\">\"In business, intangibles such as brand, communication and reputation are the best compass in the complexity of our environment and guide us to do well the things that really matter, because reputation has no shortcuts,\" explains Jaume Gir\u00f3, president of Coporate Excellence since 2015. In the 1970s, 80% of an organisation's value resided in its tangible assets (factories, products, etc.). Today, up to 80% of an organisation's total value resides in its intangible resources and assets (such as communication).<\/p>\n<p style=\"text-align: justify;\">Corporate Excellence is a non-profit think tank on reputation, brand, communication and public affairs management. It was created by BBVA, CaixaBank, Iberdrola, Repsol, Santander and Telef\u00f3nica (as ex officio trustees) and is associated with some of Spain's most important public and private companies, such as Agbar, Bankinter, Banco Popular, Correos, Danone, DKV Seguros M\u00e9dicos, El Corte Ingl\u00e9s, Gas Natural Fenosa, Mapfre, Renfe and the Volkswagen Group. These companies employ more than one million people, are present in 80 countries and have a market capitalisation that represents more than 70% of the IBEX 35.<\/p>\n<p style=\"text-align: justify;\">The value and importance of intangibles has been one of the main themes in the 2017 Proa Observatories, as exemplified by<a href=\"https:\/\/proacomunicacion.es\/en\/antonio-belmonte-observatorio-proa-la-comunicacion-la-comunicacion-estar-donde-este-la-informacion\/\"> the presentation by Antonio Belmonte (Director of External Communication at Deloitte) 'Communication at Deloitte: from intangibles to business'.<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan un estudio de la evoluci\u00f3n del peso de los intangibles que publica anualmente Brand Finance junto a Coporate Excellence en Espa\u00f1a, el 50% del valor total de una organizaci\u00f3n reside en sus intangibles \u2013alcanzando el 80% en algunos sectores-, y representan una proporci\u00f3n mayor que los activos tangibles en el valor total de muchos [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":7966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[581,23,43,582,418,32,583],"class_list":["post-7965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-proa","tag-consultora-gestion-de-la-reputacion","tag-corporate-excellence","tag-crisis-reputacional","tag-escandalos-reputacionales","tag-gestion-de-la-reputacion","tag-gestion-reputacion-corporativa","tag-intangibles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/50-of-the-total-value-of-an-organisations-intangible-assets-according-to-corporate-excellence\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"Seg\u00fan un estudio de la evoluci\u00f3n del peso de los intangibles que publica anualmente Brand Finance junto a Coporate Excellence en Espa\u00f1a, el 50% del valor total de una organizaci\u00f3n reside en sus intangibles \u2013alcanzando el 80% en algunos sectores-, y representan una proporci\u00f3n mayor que los activos tangibles en el valor total de muchos [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/50-of-the-total-value-of-an-organisations-intangible-assets-according-to-corporate-excellence\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-27T16:12:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence\",\"datePublished\":\"2017-12-27T16:12:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/\"},\"wordCount\":346,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"consultora gesti\u00f3n de la reputaci\u00f3n\",\"Corporate Excellence\",\"crisis reputacional\",\"escandalos reputacionales\",\"Gesti\u00f3n de la reputaci\u00f3n\",\"gesti\u00f3n reputaci\u00f3n corporativa\",\"Intangibles\"],\"articleSection\":[\"Actualidad\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/\",\"url\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/\",\"name\":\"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2017-12-27T16:12:19+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/proacomunicacion.es\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/proacomunicacion.es\/#website\",\"url\":\"https:\/\/proacomunicacion.es\/\",\"name\":\"PROA Comunicaci\u00f3n\",\"description\":\"Agencia de Comunicaci\u00f3n Corporativa en Madrid, Barcelona y Galicia.\",\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"alternateName\":\"PROA Comunicaci\u00f3n\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/proacomunicacion.es\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/proacomunicacion.es\/#organization\",\"name\":\"PROA Comunicaci\u00f3n\",\"alternateName\":\"PROA Comunicaci\u00f3n\",\"url\":\"https:\/\/proacomunicacion.es\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg\",\"contentUrl\":\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg\",\"width\":136,\"height\":33,\"caption\":\"PROA Comunicaci\u00f3n\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/proacomunica\",\"https:\/\/es.linkedin.com\/company\/proa-comunicacion_2\",\"https:\/\/www.instagram.com\/proacomunica\/\",\"https:\/\/www.youtube.com\/@proacomunicacion\",\"https:\/\/es.wikipedia.org\/wiki\/PROA_Comunicacin\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\",\"name\":\"PROA Comunicaci\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g\",\"caption\":\"PROA Comunicaci\u00f3n\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The 50% of an organisation's total value lies in its intangibles, according to Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/proacomunicacion.es\/en\/50-of-the-total-value-of-an-organisations-intangible-assets-according-to-corporate-excellence\/","og_locale":"en_GB","og_type":"article","og_title":"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n","og_description":"Seg\u00fan un estudio de la evoluci\u00f3n del peso de los intangibles que publica anualmente Brand Finance junto a Coporate Excellence en Espa\u00f1a, el 50% del valor total de una organizaci\u00f3n reside en sus intangibles \u2013alcanzando el 80% en algunos sectores-, y representan una proporci\u00f3n mayor que los activos tangibles en el valor total de muchos [&hellip;]","og_url":"https:\/\/proacomunicacion.es\/en\/50-of-the-total-value-of-an-organisations-intangible-assets-according-to-corporate-excellence\/","og_site_name":"PROA Comunicaci\u00f3n","article_published_time":"2017-12-27T16:12:19+00:00","og_image":[{"width":2560,"height":1414,"url":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg","type":"image\/jpeg"}],"author":"PROA Comunicaci\u00f3n","twitter_card":"summary_large_image","twitter_creator":"@proacomunica","twitter_site":"@proacomunica","twitter_misc":{"Written by":"PROA Comunicaci\u00f3n","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#article","isPartOf":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/"},"author":{"name":"PROA Comunicaci\u00f3n","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60"},"headline":"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence","datePublished":"2017-12-27T16:12:19+00:00","mainEntityOfPage":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/"},"wordCount":346,"commentCount":0,"publisher":{"@id":"https:\/\/proacomunicacion.es\/#organization"},"image":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage"},"thumbnailUrl":"","keywords":["consultora gesti\u00f3n de la reputaci\u00f3n","Corporate Excellence","crisis reputacional","escandalos reputacionales","Gesti\u00f3n de la reputaci\u00f3n","gesti\u00f3n reputaci\u00f3n corporativa","Intangibles"],"articleSection":["Actualidad"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/","url":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/","name":"The 50% of an organisation's total value lies in its intangibles, according to Corporate Excellence - Blog Comunicaci\u00f3n y Reputaci\u00f3n","isPartOf":{"@id":"https:\/\/proacomunicacion.es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage"},"image":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage"},"thumbnailUrl":"","datePublished":"2017-12-27T16:12:19+00:00","breadcrumb":{"@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/proacomunicacion.es\/50-del-valor-total-una-organizacion-reside-intangibles-segun-corporate-excellence\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/proacomunicacion.es\/"},{"@type":"ListItem","position":2,"name":"El 50% del valor total de una organizaci\u00f3n reside en sus intangibles, seg\u00fan Corporate Excellence"}]},{"@type":"WebSite","@id":"https:\/\/proacomunicacion.es\/#website","url":"https:\/\/proacomunicacion.es\/","name":"PROA Communication","description":"Corporate Communications Agency in Madrid, Barcelona and Galicia.","publisher":{"@id":"https:\/\/proacomunicacion.es\/#organization"},"alternateName":"PROA Comunicaci\u00f3n","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/proacomunicacion.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/proacomunicacion.es\/#organization","name":"PROA Communication","alternateName":"PROA Comunicaci\u00f3n","url":"https:\/\/proacomunicacion.es\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/","url":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg","contentUrl":"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2024\/01\/Logo_Light.svg","width":136,"height":33,"caption":"PROA Comunicaci\u00f3n"},"image":{"@id":"https:\/\/proacomunicacion.es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/proacomunica","https:\/\/es.linkedin.com\/company\/proa-comunicacion_2","https:\/\/www.instagram.com\/proacomunica\/","https:\/\/www.youtube.com\/@proacomunicacion","https:\/\/es.wikipedia.org\/wiki\/PROA_Comunicacin"]},{"@type":"Person","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60","name":"PROA Communication","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/proacomunicacion.es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/394c93c195ff19b00e79d66a42971657a01de9f2740b97148d0f14a1e1a359b7?s=96&r=g","caption":"PROA Comunicaci\u00f3n"}}]}},"_links":{"self":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts\/7965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/comments?post=7965"}],"version-history":[{"count":0,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/posts\/7965\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/media?parent=7965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/categories?post=7965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/proacomunicacion.es\/en\/wp-json\/wp\/v2\/tags?post=7965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}