At PKF Vila Naranjo, we have been developing a technical collaboration with Mercadeando—a Peruvian consultancy specializing in strategic marketing, commercial management, market research, and digital transformation, with over three decades of experience. This partnership allows us to integrate our expertise in financial consulting, valuations, and transactions with their deep knowledge of markets, customers, and commercial management, thereby enhancing the depth of the solutions we provide to our clients.
Within this framework, we have been identifying and developing complementary projects across three key areas: feasibility studies and the evaluation of new business ventures or markets; assessments of profitability and commercial performance; and the valuation of brands and intangible assets. Mercadeando provides analysis regarding demand, customers, products, pricing, distribution channels, and competition, while PKF Vila Naranjo contributes evaluations of financial aspects, costs, risks, and overall viability. In this way, commercial recommendations can be cross-referenced with their expected impact on profit margins, cash flow generation, and value creation.
In this instance, Mercadeando has prepared a presentation—aligned with our *Interpretando* bulletin series—that explores brand valuation from a qualitative and market-oriented perspective. This approach incorporates tools such as market research, focus groups, and the analysis of brand perception and positioning. Complementing this, PKF Vila Naranjo applies financial techniques to estimate the economic value of an intangible asset, based on projections, potential cash flow generation, applicable royalty rates, and associated risks.
Through this collaboration, we aim to offer a more comprehensive view of business challenges—understanding not only what financial results reveal, but also the underlying commercial factors that drive them and the actions that can help improve them. By combining our respective areas of expertise, we are able to translate diagnostics into concrete, well-founded decisions aimed at generating sustainable value for organizations—a goal that has always been the guiding principle for PKF Vila Naranjo.