Trademarks management in the strategy of internationalization of companies: an exploratory study in Banco Itaú
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2014.139243Keywords:
Internationalization. Trademarks management. Brazilian multinationals.Abstract
The general objective of this article is of analyzing the process of construction and management of trademarks of multinational Brazilian companies within the scope of the internationalization strategy. Investment in the management of trademarks is an efficacious way of differentiating the Brazilian offerings abroad, generating added value. The study is justified and can serve in this process as conscientiousness and benchmarking for Brazilian businesspeople. An exploratory and qualitative research was conducted. Banco Itaú, a Brazilian private bank, was chosen as the subject-matter of the study due to the importance of the financial sector, to the substantial investments made in the trademark and to the fact that it has already been considered to be the most valuable trademark in the country.
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