We invite you to read the recent article written by our Managing Partner Alejandro Castro in Revista de Actualidad Mercantil No. 9, published by the Commercial Law Team of the Pontificia Universidad Católica del Perú, entitled “Toward a New Function of the Brand: Creation of Intangible Assets through Associations in the Consumer’s Mind Based on Brand Identity and Perceived Brand Value, and Its Application in the Disciplines of Industrial Property and Unfair Competition.”
The article identifies a new function of the brand: the creation of intangible assets through associations in the consumer’s mind. Key concepts such as identity, image, and perceived brand value are explored, and the evolution of branding toward a consumer-centric competitive advantage is analyzed. Furthermore, the legal protection of this function is analyzed from the perspectives of Industrial Property and Unfair Competition, highlighting the crucial importance of creating these intangible assets in building a solid brand value capable of justifying premium prices, which represents a challenge for these disciplines.
You can read the article here: https://revistas.pucp.edu.pe/index.php/actualidadmercantil/article/view/30921/27428
