Explorando por Autor "Quadrio, Iris V."
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Ítem Texto completo enlazado Evolución del rol y funciones de las marcas frente a los desafíos del mercado y del consumidor(Pontificia Universidad Católica del Perú, 2023-08-08) Quadrio, Iris V.; Canese, Verónica M.The role of brands has evolved in the past decade more than ever before in history. Market and consumers’ demands, changes in diversity and inclusion, sustainability, and the environment challenge the concept of brands that we learnt. Nowadays, brands are required a less neutral position in the face of political and social changes, and they are expected to reflect values. We are interested in exploring this new scenario, discuss the traditional functions of brands, analyse how they impact on trademarks, and to what extent it is possible to adequately protect distinctive signs.