Abstract. The post-crisis economy brings changes in the functions of the brands. The aim of this paper is to evidence the functions of the brands as part of the intellectual property and of the intangible in the post-crisis economic frame and to offer an overview of the evolution of these functions before and after economic crisis. The economic crisis was and still is a real challenge for the companies that overrated their intangible assets or which kept in their balance the intangible assets with no correct estimated market value. Hereby, some companies were gaining from crisis because of the good management of intangible assets, but some were stand to lose. The new economy needs innovation, flexibility, and competitiveness in order to face the competition between brands.

Keywords: new economy; intangible assets; brands.