Gabriela Salinas

Brand sits on the balance sheet as an intangible asset, yet most boards still treat it as a marketing line item. CFOs ask what brand is worth and get qualitative answers. Sustainability programmes consume capital with no clear link to brand value, and the gap between marketing narrative and financial reality keeps widening.

Gabriela Salinas is a brand valuation authority who helps boards, CFOs, and marketing leaders treat brand as a measurable financial asset, drawing on twenty years of practice across Brand Finance, Deloitte, and IE Business School.

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Why organisations work with Gabriela Salinas

  • She converts brand into a number a CFO will defend. Her methodology training underpins valuations used in M&A, licensing, litigation, and tax disputes at companies including Bank of America, Telefónica, and Repsol.
  • She sits inside the rulebook. Membership of ISO/PC 231, the committee behind the international brand valuation standard, means she can speak with first-hand authority on what counts as a credible valuation and what does not.
  • Her sustainability research pushes back on the prevailing ESG storyline. Perceived sustainability lifts brand value only when customers see it improving the product, a finding that reframes how marketing teams should brief CFOs on ESG spend.
  • Three published books on brand valuation, including the Wiley reference manual cited across the discipline, give her a depth of source material that bureau speakers in marketing rarely match.
  • She teaches the next generation of CFOs and CMOs at IE Business School, which means her frameworks are tested every term against live cases brought by senior executives.

Biography highlights

  • Senior Director, Brand Finance, and Global Managing Director of the Brand Finance Institute
  • Adjunct Professor of Strategic Brand Management and Brand Valuation at IE Business School since 2011
  • Author of The International Brand Valuation Manual (Wiley, 2009) and two earlier brand valuation titles
  • Member of ISO/PC 231, the international committee for the brand valuation standard
  • Published in the Journal of Brand Management, Marketing Science Institute, and Harvard Deusto Business Review
  • Previously Global Senior Brand Manager at Deloitte and Managing Director at Brand Finance Iberia

Biography

Brand is the largest single intangible on many corporate balance sheets, and one of the least understood by the people who sign off on its budget. Boards approve brand investment with little sense of how it converts to enterprise value. CFOs ask for a number and receive a story.

Gabriela Salinas works at the seam between marketing and finance, where that confusion is most expensive. As Senior Director at Brand Finance and Global Managing Director of the Brand Finance Institute, she advises corporations on what their brand is worth, how to measure it, and how to manage it as a financial asset. Her client work has included Bank of America, Telefónica, Repsol, Mapfre, Iberia, LaLiga, and Johnson & Johnson.

Her authority rests on three foundations. Twenty years of practitioner work across Brand Finance, Deloitte, and FutureBrand in New York, Madrid, Singapore, and Buenos Aires. Three published books on brand valuation, including the Wiley manual that remains a standard reference in the field. And membership of ISO/PC 231, the international committee that wrote the global standard for brand valuation methodology.

Her recent research with Carmen Abril at Complutense University tests a question CFOs have been asking quietly for years. Does sustainability add brand value? The finding: only when customers see it improving the product. That answer travels well in rooms where marketing teams are under pressure to justify ESG spend in financial terms.

Key speaking topics

  • Brand valuation and intangible asset measurement
  • Brand as a financial asset on the balance sheet
  • Sustainability and brand value
  • Corporate reputation and brand architecture
  • Strategic brand management
  • Brand portfolio strategy in M&A and licensing

Ideal for

  • CFOs and CMOs working to align brand investment with measurable enterprise value
  • Boards reviewing brand performance, M&A intangibles, or ESG capital allocation
  • Marketing and finance leadership teams jointly accountable for brand strategy

Audience outcomes

  • A working vocabulary for discussing brand in financial terms with CFOs, auditors, and investors
  • Clarity on which brand metrics actually predict commercial outcomes and which are noise
  • A defensible position on whether and how sustainability investment translates into brand value
  • Familiarity with the ISO methodology that underpins formal brand valuation in M&A, tax, and litigation

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Testimonials

I’ve known Gabi for over 20 years and have witnessed her extraordinary ability to captivate any audience. As a distinguished Business School Professor and a natural thought leader in brand strategy, she has a unique ability to transform complex brand strategy concepts into narratives that are not just informative, but fun and inspiring. I vividly recall an unforgettable conference in April 2024, where her clear, passionate delivery and insightful approach left a lasting impact on everyone present. Gabi’s unique blend of academic rigor, dynamic speaking talent, and genuine personal integrity makes her a standout speaker who consistently elevates every event she attends.
Jacob Benbunan
Co-Founder and CEO, Saffron Brand Consultants
There are professionals who stand out. Then there are a few—very few—who inspire. Gabriela belongs to that second group: with her knowledge, experience, and sound judgment, she doesn’t just add value—she brings light to those around her. Working with her is not only a professional privilege but also a constant learning experience.
Aner Garmendia
CEO, EGA Group
In my role as Marketing Director of the Leading Brands of Spain Forum, I have overseen several training programs addressed to CEOs and other senior executives, for which I have repeatedly invited Gabriela as a speaker. Her presentations and insights have consistently been among the most highly rated by our attendees. Gabriela has an exceptional ability to translate complex academic concepts into digestible and impactful insights for executives. Her sessions stand out for their clarity, relevance, and depth, providing attendees with actionable frameworks and a fresh perspective on brand management and valuation. Likewise, Gabriela’s enthusiastic personality, charismatic sense of humor and natural empathy has made her presentations truly enjoyable and participative. Her expertise, dedication, and ability to engage top executives in accessible and meaningful ways make her an outstanding speaker.
Tamara Pirojkova
Marketing Director, Leading Brands of Spain Forum
Gabriela’s insights into the fundamentals of marketing are anything but conventional—and that’s exactly what makes them so powerful. As someone with years of experience in marketing and advertising, I was blown away by how she challenged my assumptions and reshaped my perspective on the industry. She has a rare ability to cut through the noise, distinguishing the strategies that truly resonate with an audience from the marketing clichés that fall flat. Her dynamic and thought-provoking approach ensures that even the most seasoned marketers walk away with fresh, valuable insights.
Maria Alconada
Communications Business Partner, Siemens Smart Infrastructure

Books

The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals …
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