Brands as Productive Assets: Concepts, Measurement, and Global Trends
Economic Research Working Paper No. 13
Autor(es): Carol A. Corrado, Janet X. Hao | Año de publicación: 2014
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.