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artículo
Publicado 2025
Enlace
Enlace
This article identifies a new brand function: the creation of intangible assets through associations. It develops branding concepts from a marketing perspective and traces the brand’s evolution from company -centered value to a competitive consumer- focused asset. The analysis focuses on how this function applies within Industrial Property and Unfair Competition law, particularly through Articles 137 and 155 of Decision 486. The feasibility of applying Article 137 is affirmed, while Article 6 of Legislative Decree N° 1044 is considered insufficient for protection. Creating intangible assets via associations strengthens brand equity and supports premium pricing, though its full implementation remains a challenge for legal frameworks in these areas.
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