Strategic capital of brands within the new international and Latin American scenario

Date of publication: May 1, 1997


Brands are strategic assets which have not yet been properly assessed. The fact that important brands continue being in vogue for many years even after the physical product they designated has disappeared from the market is an evidence that brands "pay for" the investment made. However, its strategic role is frequently not recognized by those who limit their vision of the business to an analysis based on a strictly technological or financial viewpoint.

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