El valor de las principales marcas en la economía del conocimiento

Abstract

The first part of the paper explains what Media Ecology is, and describes it's object of study based on citations of Neil Postman. It recovers the five thesis formulated by Postman to understand the impact of new technologies on the cultural ecology societies, focusing our attention on the second thesis "there are always winners and losers in technological change". The second part of this article analyzes some of the main results obtained from Millward Brown Optimor (MBO) research, regarding the leading 100 brands worldwide between 2006 and 2010. In addition, this study gave special attention to brands belonging to important companies offering nternet services, mobile communication, computer solutions and advanced technology. These studies con- firm the relevance of Postman's second thesis. (English) [ABSTRACT FROM AUTHOR]