THE RELATION BETWEEN BRANDING STRATEGY AND THE INTANGIBLE VALUE OF A CORPORATION: AN ANALYSIS OF THE BRAZILIAN MARKET REALITY

THE RELATION BETWEEN BRANDING STRATEGY AND THE INTANGIBLE VALUE OF A CORPORATION: AN ANALYSIS OF THE BRAZILIAN MARKET REALITY

PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO === As empresas definem suas estratégias de marca visando maximizar lucros, aumentar competitividade e, conseqüentemente, seu valor de mercado, que é composto por ativos tangíveis e intangíveis. É fato que, o poder competitivo de uma empresa resi...

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Bibliographic Details
Main Author:	ANDRE MEIRA COELHO MELHADO
Other Authors:	JORGE FERREIRA DA SILVA
Language:	Portuguese
Published:	PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO 2007
Online Access:	http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=10150@1 http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=10150@2

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