The Brand as Strategic Asset of the Organization

Liviu Crãciun () and Cãtãlin Mihail Barbu ()
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Liviu Crãciun: University of Craiova, Romania
Cãtãlin Mihail Barbu: University of Craiova, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2014, vol. 15, issue 1, 69-77

Abstract: In this paper we intend to capture and to explain the role of brands as strategic assets. We discussed the role of the brands in the Ansoff matrix and then we realized a study regarding the use of brands in correlations with the strategies utilized by the Romanian companies. The results showed that managers are not fully aware of the brands potential in attending strategic goals. Because of the increasing role of the brands, they can be considered as strategic assets capable to ensure differentiation and competitive advantage of the organizations. The brands are the leading force that can bring together the general strategy of the enterprise, the human resources, the production operations and the marketing policies.

Keywords: brand; branding; strategy; strategic asset; Ansoff matrix. (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:15:y:2014:i:1:p:69-77

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