Download or read book Brands as Productive Assets: Concepts, Measurement, and Global Trends written by World Intellectual Property Organization and published by WIPO. This book was released on 2014 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: The paper looks at brands from an economic point of view. It defines concepts; analyzes the conditions under which brands are long-lived productive assets and contribute to economic growth; and reviews the measurement of investment in brands. It finds that a productive role for brands is consistent with assumptions used in the economic analysis of innovation. Finally it offers an analysis of economic development that suggests branding rises with growth.