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

Date of publication: June 15, 1997

Abstract:

The brands are assets strategic yet usually wrong evaluated. The validity from the big brands yet Many years after from the disappearance from the products physical what they designated check what the brands "Pay" the investment Applied in they. Without embargo, his role strategic do not is many times recognized by who limit his view of the deal to a analysis exclusively technological or financial.

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