Actualidad

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

The Challenges facing Spain’s Brand

Javier Martín-Domínguez, president of the International Club of the Press (Club Internacional de Prensa), analyzed the challenges facing Marca España, Spain’s homegrown branding megaproject, in a video commemorating the Tenth Anniversary of Proa Comunicación. In addition, he summarized the evolution of communication and how the emergence of new technologies has...

Por qué es importante aprender a debatir

Marco Bolognini, socio fundador de Maio Legal, destaca la importancia del debate y la necesidad de que países como España o Italia refuercen su práctica en el sistema educativo. Además, detalla por qué son importantes las habilidades que se aprenden gracias a la cualidad de debatir en el ámbito jurídico....

The Importance of Managing Crisis Communication

«Crisis communication is increasingly important in companies. It is a threat to relations with a target audience and as relations are increasingly weak, any threat can break them. Ideally, crisis communication should not be seen as the last link, but as another link in prevention and preparation.» Yago de la...

What do Corporate Banking Customers Want?

What are the current needs of corporate banking customers? To this day, they still demand managers who they can fully trust, along with products and services for their financing and transactional needs. Now, however, they desire even more. They want the relationship with their bank to be simpler and more...

Marcos de Quinto —— «The important thing in communication is to be different»

Marcos de Quinto, former vice-president of The Coca Cola Company and former deputy for Citizens, participates in a new video by PROA in which he reflects on what Spanish companies should do in the face of this crisis and what his experience has been in relation to his political career....

Private Equity, an Increasingly Solid Alternative to Traditional Investments

Venture capital funds are emerging as an increasingly robust and credible alternative for investors seeking attractive returns with lower risks. This is one of the conclusions of a recent event held in Madrid, which analyzed the current and future prospects of the sector in the Spanish market. At the end...

Más conversaciones, más ideas, más PROA.
Síguenos en nuestras redes.

Recibe ideas con criterio

Cada semana compartimos reflexiones, tendencias y claves sobre reputación, comunicación estratégica, asuntos públicos e innovación. Contenido pensado para profesionales que valoran la información con rigor y perspectiva.