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closeAt times of crisis many companies choose to invest in branding rather than in their capacity to protect their interests and defend the intangibles that constitute the main interest of their companies and products. But do firms know how to use that value, especially in processes of internationalisation, and how to make the most of it?
Domestic firms that begin to expand outside their natural frontiers often neglect or underestimate the importance of strategically managing the value of their own brands. The same goes for many successful start-up companies in the technology sector: they are accustomed to taking risks and frequently take too many when it comes to managing their brands.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. I t has cited, from among other sources, speeches by Mario Santos, Head of International Relations at Pons, Carlos Fernández-Nóvoa, Legal Adviser at Pons, José Antonio Moreno, General Manager of ANDEMA (National Association for the Defence of Brands) and Rocío Peralba, Manager of Positioning Systems, delivered at the seminar organised by Pons Patentes y Marcas and ANDEMA in Madrid on June 19, 2012.
