This research analyzes the relevance of intangible assets in the Ecuadorian stock market and their impact on company share prices. Using an approach that combines financial statement analysis and the Ohlson model, we examined companies listed on the Ecuadorian stock exchange between 2020 and 2023. Our methodology included horizontal analysis, financial indicators, and regression models to quantify intangibles’ effect on stock valuations. The results reveal that intangible assets such as brands, innovation, and human capital play a significant role in market perception and company valuation, though their impact varies by sector. The Ohlson model application showed that the Sales to Personnel Expenses ratio has a positive correlation with share prices, with an R-squared value of 0.021. Case studies of Corporation Favorita, Cervecería Nacional, and Banco Pichincha demonstrated how intangible-focused strategies strengthen competitiveness, though statistical significance was limited by sample size constraints. We conclude that while intangible assets are essential for stock valuation, their quantification remains challenging in emerging markets like Ecuador. The findings suggest efficient management of intangible resources improves strategic decision-making and business sustainability in dynamic stock market environments.