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...