An enterprise inspired by a market-based business approach is better able to understand and relate to the market through defining and anticipating the consumption trends and competitive horizons. With marketdriven management, companies focus their efforts on identifying what their customers value, thereby capitalising on the system of intangible resources. In particular, brand management in a market-driven approach becomes a critical factor in affirming the company’s offer in global markets with intense competition. In excess supply conditions, the brand encapsulates the evolution of products or services, both in relation to the development of demand and its benefits, emotions, and experience.