Branding Economy
From distant days when farmers distinguish their products branded with his initials, brands have come a long way to establish itself as one of the major assets of modern business. Interbrand, for example, gives a value of almost U.S. $ 66.000 million to the Coca-Cola, which is considered the world's most valuable.
One of the criteria for being on this list of Best Global Brands 2007 Interbrand generate at least one third of foreign earnings explains the absence of Chinese brands in the ranking. Indeed, in 2007, the value of the top 10 Chinese brands as Best Chinese Brands 2007 was U.S. $ 93.9 billion, and if you consider the value of China Mobile in the world ranking, it would occupy the fifth position. Although Chinese brands are well behind U.S. brands (the value of the top 10 U.S. brands was $ 389 billion), the study mentions that many Chinese companies have less than 20 years on the market, and that the continued study of international brands that are carrying and use of local knowledge will lead them to increase their value rapidly in the coming years.
Of the 36.471 international applications for trademark applications received in 2006 by the World Intellectual Property Organization (WIPO) under the Madrid system, which groups 81 countries, it is possible to observe the dominance of technology production and services. While it is possible to find classes that grouped traditional products like clothing and footwear, the data seem to show that the global economic structure (the world's largest economies are attached to this system) is oriented toward high technology and the tertiary sector.
