The present work searched to integrate some of the main innovative methodologies of value management. With the objective of mapping the strategies of an animated intellectual property - inserted in the licensing and audiovisual sector, national and international - the focus was mainly on the clients, the purpose of the brand and the viability of the business. In addition, the results obtained with the application of this sequence of tools will serve as basis for the decision making of the top management of the company, so that a methodology can be structured to be used, also, in the development of the other brands created in this corporation. For this, tools, concepts and methods of Business Model Generation, Golden Circle and Objective and Key Results, published respectively by Alexander Osterwalder, Simon Sinek and John Doerr were used.