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

Alberto Wilensky

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.

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

Alberto Wilensky Grupo Estratgico de Negocios, Argentina

INTRODUCTION

Even though from an industrialist perspective it may sometimes be difficult to perceive, business in competitive markets is becoming increasingly dependant on brands sustaining the imaginary product than on technologies sustaining the physical product. It is so because brand is usually the main and best value an enterprise may offer its clients. A Piaget is much more than a good watch and a Nike is much more than a good sport shoe.

One of the most conclusive evidence of...

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