Management of intangible assets
Panel Debate
The effort that many companies in the international ceramics industry are making to improve their environmental impact and become more sustainable is undeniable. This is evidenced not only by the economic, but also by the structural and cultural investments that are being made. To maximize the efficiency of this effort, it is crucial to know the company’s intangible assets and to manage them by including appropriate communication plans.
In this context, this round table discussion will consider the management approach and the tools needed to ensure that this effort is perceived and valued by stakeholders. In turn, ESG issues will be analyzed as levers of value creation, the measurement of these intangibles through metrics and their impact on the brand and corporate reputation. An enlightening vision will be provided on their importance and the impact they can have on the organization itself and on society as a whole with good communication as a differentiating element from the competition. It will also analyze its direct repercussion not only on the corporate brand but also on the reduction of reputational risk, the increase of trust in the social context, the possible tax benefits and, finally, its positive repercussion on the company’s own accounts.
Telecommunications Engineer from the Universitat Politècnica de València, PhD cum laude in Business and Institutional Communication and Master in New Trends and Innovation Processes in Communication from the Universitat Jaume I of Castelló. She received the extraordinary doctoral award for her thesis “Towards a new model of valuation of intangible assets”, with which she laid the foundations for the definition, classification and valuation methods of these assets.
A specialist in the valuation of intangible assets, she combines academic research in this area with her previous professional experience as director of business development and strategy in international companies and with her work as a lecturer. She belongs to the panel of experts of the Evaluation and Control Unit of the Spanish Service for the Internationalization of Education, SEPIE and is a member of the CTN GET18 committee of AENOR that developed the first UNE standard for monetary valuation of brand in Spain (418001:2015).
He has several publications to his credit, including “Manual de valoración de activos intangibles” (2012) and “Activos intangibles: catalogación de modelos de valoración” (2012), as well as multiple articles in this field in specialized journals and conferences.
Partner of the Valuations group of the Deals division of PricewaterhouseCoopers in Spain. His main areas of expertise include the valuation of businesses and intangible assets in investment and acquisition processes, business plan reviews, PPAs and fairness opinions in various sectors.
Iñaki Mejía started his career in valuations more than 20 years ago, and joined PwC in 2005. He has experience in international projects in Europe (England, Germany, Turkey) and Latam.
He began his professional career in market research and public opinion at Alef, Millward Brown International, Strategic Planning at JWT. In 1998 he created the area of Strategic Analysis at Corporación Bancaria Argentaria. From 2000 to 2011 he is global director of Communication Strategy, Brand, Corporate Reputation and intelligence and measurement systems for the BBVA Group.
Since June 2011 he has been CEO and general secretary of the Corporate Excellence Foundation – Centre for Reputation Leadership. Since 2019 he is global research director of the international federation of associations Global Alliance for PR & Communication Management.
He is a collaborating professor at various universities and business schools in Spain and Latin America, he is academic co-director of the executive course The Global CCO, the strategic management of reputation, brand, sustainability and communication of Esade Business School and Corporate Excellence. Vice-Chairman of the Advisory Board and collaborating professor of the Executive Master’s Degree in Corporate Reputation at the University of Navarra, member of the Iberdrola Chair of Economic and Business Ethics at Icade Comillas University.
He is co-author of Atrapados por el consumo and the manual Reputación Corporativa; and author of numerous articles in reference publications on corporate communication, branding, purpose, public affairs and management and measurement of corporate reputation.
Double Degree in Law and Business Administration and Management E-3 by ICADE, he began his professional career at Morgan Stanley, London, and in 2005 he started working at Iberdrola. In 2008 she joined Iberdrola’s Investor Relations team and after ten years there and completing the Executive Master, Tax Advisory, at the Garrigues Center for Legal Studies in Madrid and the Advanced Program in Investor Relations at the Spanish Society for Investor Relations, AERI, and BME Institute (Bolsa y Mercados de España), in 2018 she moved to the Group’s Corporate Social Responsibility and Reputation Department where she is currently Global Head of Stakeholders, Human Rights and Reputation.
