Repositorio Institucional Ulima

Securitization of brand names: Basic concepts and its use in practice

Mostrar el registro sencillo del ítem Taylor, Ruth-Lesher Becerra, Rudy Stuart-Alvarado, Patricia Case, Spencer-A.
dc.contributor.other Stuart-Alvarado, Patricia es 2009
dc.identifier.citation Taylor, R. L., Becerra, R., Stuart, P., y Case, S. A. (2009). Securitization of brand names: Basic concepts and its use in practice. Journal of Brand Management, 17(1), 62-83. doi:10.1057/bm.2009.22 es_ES
dc.identifier.issn 1350-231X
dc.description.abstract Today, the securitization industry is international in scope, large and rapidly growing, and the nature of it has changed to become largely intellectual property (IP) and future flow based. Brand securitization, one type of IP securitization, can be used to generate cash; however, today it can also be used to generate many other brand management options such as brand protection, risk minimization, assistance in collection of licensed-out brand revenue streams and others. We provide examples of how companies worldwide have begun to use brand securitization transactions for a variety of purposes. Our research showed that marketing educators and some marketing practitioners lack familiarization with the concept of brand securitization and its uses. The intent of this article is to promote a background on brand securitization, its basic concepts and its use in practice that may not be familiar to a general marketing audience. Our primary contribution is the discussion of the emerging use of brand valuations to elicit brand management options otherwise unavailable to firms. es_ES
dc.description.uri Indexado en Scopus es
dc.description.uri Acceso restringido a la comunidad Ulima (Para acceder al texto completo si es Docente Ulima, anteponer ULIMA/ a su usuario)
dc.format application/pdf es
dc.language.iso eng es_ES
dc.publisher Palgrave Macmillan Ltd. es_ES
dc.rights info:eu-repo/semantics/restrictedAccess es
dc.source Universidad de Lima es
dc.source Repositorio Institucional Ulima es
dc.subject Marcas
dc.subject Propiedad industrial
dc.subject Compraventa
dc.subject Branding
dc.subject Industrial real estate
dc.subject Selling and purchasing
dc.subject.classification Ciencias empresariales y económicas / Marketing y ventas
dc.title Securitization of brand names: Basic concepts and its use in practice es_ES
dc.type info:eu-repo/semantics/article es_ES
dc.type.other Artículo en Scopus
dc.identifier.journal Journal of Brand Management es Reino Unido es
dc.identifier.eissn 1479-1803 es
dc.description.peer-review Revisión por pares

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