Brands as Productive Assets: Concepts, Measurement, and Global Trends
Author | : World Intellectual Property Organization |
Publisher | : WIPO |
Total Pages | : 78 |
Release | : 2014 |
Genre | : Law |
ISBN | : |
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The paper looks at brands from an economic point of view. It defines concepts; analyzes the conditions under which brands are long-lived productive assets and contribute to economic growth; and reviews the measurement of investment in brands. It finds that a productive role for brands is consistent with assumptions used in the economic analysis of innovation. Finally it offers an analysis of economic development that suggests branding rises with growth.