NDLI: Nuevas dimensiones y problemáticas en el ámbito de la creación y gestión de marcas

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Nuevas dimensiones y problemáticas en el ámbito de la creación y gestión de marcas

Content Provider	Semantic Scholar
Author	Fernández, Julio Cerviño Graciá, Verónica Baena
Copyright Year	2014
Abstract	espanolEste trabajo analiza la marca como factor de competitividad empresarial y fuente de ventaja competitiva sostenible. Desde una perspectiva integradora, y una vez esquematizo el estado de la investigacion en materia de marcas, se analizan los aspectos mas novedosos y actuales que presentan nuevos retos para la gestion de las marcas. En concreto, se interrelacionan las diversas areas funcionales de la empresa para dar respuesta a la creciente problematica de las «marcas durmientes», la parametrizacion del concepto legal de «marca renombrada», las posibles situaciones de dilucion de marca generadas por terceros, la interrelacion entre valor de marca y competitividad internacional, y finalmente, la problematica de la valoracion de las marcas y los efectos de la nueva norma ISO 10668 sobre valoracion. EnglishThis paper analyses the brand as a driver of business competitiveness and sustainable source of competitive advantage. From a holistic perspective, and after addressing the literature about branding, the newest and most current issues regarding brand management are discussed. Specifically, the different functional areas of the company are discussed to deal with the growing problem of «dormant brands», the parameterization of the legal concept of «brand awareness», the brand dilution generated by third parties, the relation between brand equity and international competitiveness, and finally, the issue of valuing brands as well as how the ISO 10668 may drive brand valuation.
Starting Page	11
Ending Page	50
Page Count	40
File Format	PDF HTM / HTML
DOI	10.5209/rev_cese.2014.v24.48609
Alternate Webpage(s)	http://abacus.universidadeuropea.es/bitstream/handle/11268/3944/CEE_2014_24_VBG.pdf;jsessionid=3A6FB27F2E861B3DA3F75575F6744CA9?sequence=2
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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