摘要：This article discusses the role of the marks in the competitively strategies of the transnational food companies. In recent years, those companies have carried yours expansion process by means of mergers and acquisitions oriented by the search of strategic patrimony defined in form of technological and managerial capabilities and consolidated local marks. The main conclusion is that the marks can be seen as a link between the strategy of conquest of new markets and the differentiation of products as “competitively weapon” of producer company of food for final consumption.
