Although Nye (2004, P. 90-97) recognizes that not state actors possess this power, it does not detail the nature of the same in relation to the global companies. The power brando of these in the international relations is associated with the identities of the consumer/customer, in the level micron, and of the States, in the level macro, with the developed activities of the company in the country. The power brando of a company can come of its image, through the marketing that it in general constructs an identification with the public, and of its relation with the epistmicas communities, especially the scientific ones, where the epistmicos groups are source of legitimation of the corporative activity. The older and reconhecvel power brando of the corporations is the identification of the consumidor with the mark of the company. One of the basic elements of the strategy of marketing of any company is to create the call brand awareness, that is, the public recognition in relation to one marks.
Basically, the companies search to become its recognized marks, therefore this not only creates a differentiation in relation to the other companies making possible the overlapping to the competition, but also the guarantee of credibility next to the consumer, so that the future lines of products continuously are acquired, a time that the consumer respects and likes it style definitive mark. Another used institucional strategy in global scale, associated to the power brando of the companies, it is to direct resources for the filantropia. According to Rondinelli (2002, P. 394), the companies, together with rich executives, more have each time assumed the public role of supply of international aid through the development of programs filantr-peaks. Still, according to exactly author, the companies are today responsible for approximately 87% of the aid to the poor countries, with about US$ 296 billion.