Valor económico y atributos de la marca en universidades chilenas. Una aproximación a través del proceso de análisis jerárquico

The brand is one of the most important intangible assets in organizations, being a factor of recognition and differentiation for the universities that is necessary to manage in a highly competitive system. The purpose of this work is to evaluate the brand of Chilean universities in financial terms and to determine those attributes that are considered of greater importance. A multicriteria approach was used. First, a financial valuation of the brand was ascertained through the use of the method of multiples, using the financial statements of sixty Chilean universities during the period 2012-2014. In the second phase, 134 experts were consulted using the Analytic Hierarchy Process (AHP) method. Among the most outstanding results, it was determined that in 34 institutions, the brand generates a greater value, the Pontificia Universidad Católica de Chile in the first place, followed by the universities of Chile and Concepción, respectively. At the same time, in 26 institutions the brand values were negative, mainly in the cases of the ARCIS and del Mar universities. In turn, the main attributes of the brand values are human capital (43.4%), infrastructure (27.8%), Research and Development (R&D) (15%), years of accreditation (8.9%), and marketing (4.9%).