When brands don't know how to approach women, this segment of the population removes products from their value equation because they can't establish a rational, less emotional relationship.
4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out the study "A Guide to Understanding the Consumer", and one of its objectives was to understand how women behave with respect to brands in the Guatemalan market, in a context of economic slowdown.
Lego International has won a lawsuit against Lego PZ Multiservicios S.A. of Costa Rica for the misuse of the toymaker's brand name.
Lego International won the lawsuit filed against the corporation Multiservicios Lego PZ Costa Rica for the unauthorized use in its company name, of the trademarked name Lego. The Register of Legal Entities at the National Registry ordered the administrative detention of the corporation.
Globalization increases the need to protect the brand names of products which have become an increasingly valuable asset allowing effective communication with customers.
"One of the characteristics of brand names is to be something distinctive, a vehicle of communication between the seller and the consumer, which can become a very valuable asset," says Bernal Molina, from the Industrial Property Department at the National Registry Office.
Recognized Brazilian company of backhoe loaders, telescopic, articulated and other types of cranes looking for companies interested in representing the brand and distributing their machinery in Central America and Mexico. The company manufactures and sells telescopic,...