Markets, knowledge and trade in brands
by Teresa da Silva Lopes
Global Business and Economics Review (GBER), Vol. 10, No. 4, 2008

Abstract: Focusing on the global alcoholic beverages industry in the last 50 years, this study explains the different ways in which brands can be traded internationally and the impact of this trade on firms' global strategies, structures and operations. It argues that the increase in the trading of brands has been led by the need for brands to be managed by entrepreneurs and firms with different levels and kinds of knowledge, in particular, marketing knowledge, and that this knowledge is greatly determined by the stages in the lives of brands and the characteristics of the markets in which brands are sold.

Online publication date: Wed, 01-Oct-2008

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