by Julio Cerviño Fernández · Ediciones Pirámide · tapa blanda · ISBN 9788436816730
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This book explores the importance of brands in the context of economic and social globalization. It analyzes how brands have become critical assets for creating value in companies, both in the real and virtual economy. In addition, it examines the strategies and policies that companies develop to create and maintain powerful brands in international markets, with examples and practical cases that illustrate the interaction between theory and practice.
The work delves into the international management of the brand, addressing topics such as brand identity, its measurement and valuation, as well as its legal protection. It highlights the symbolic value of brands as exponents of the material, technological and social development of countries, turning them into ambassadors of the national image in foreign markets.
