The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded … theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the … returns of their intangible technological assets with the help of brand equity and thus improve their competitiveness. The …

Innovative branding approaches are emerging since the fundamentals of brand management are being called into question … in brand management. Second, to identify the trends that may consolidate in the post-COVID scenario. A qualitative and … marketing professionals from Portugal and Brazil. Informed by the Brand Work Manifesto principles, the most relevant trends to …