MARCA PERSONAL Y ACTIVOS INTANGIBLES ESTRATÉGICOS: EL ESTUDIO DE CASO DE RICARDO BELLINO, LA METODOLOGÍA DEALMAKER Y LA INNOVACIÓN DE LA CEO-IA AURORA BELLINI
DOI:
https://doi.org/10.47820/recima21.v6i11.6933Keywords:
Personal Branding. Intangible Assets. Artificial Intelligence. Valuation. Symbolic Branding. AI-CEO.Abstract
This article presents an in-depth case study on the construction, valuation, and projection of the personal brand of entrepreneur Ricardo Bellino, with an emphasis on three complementary intangible assets: (1) personal brand as symbolic and reputational capital; (2) the Dealmaker methodology as a replicable knowledge system; and (3) the creation of Aurora Bellini, the first AI-powered CEO in Latin America, conceived as an autonomous AI-brand. Through qualitative and documentary analysis, the study explores the mechanisms behind the structuring, monetization, and scalability of personal brands and their technological extensions. The theoretical framework encompasses personal branding, intangible asset valuation, algorithmic governance, and strategic artificial intelligence. The discussion proposes a new framework for hybrid human-technology assets in brand management and formulates propositions for future research in reputational economy, AI ethics, and symbolic innovation.
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