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Brands as Productive Assets: Concepts, Measurement, and Global Trends
Carol A. Corrado , Janet X. Hao , World Intellectual Property Organization
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.
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