THE ROLE OF THE BRAND IN BRINGING COMPETITIVE ADVANTAGES

Camelia Apostu ()
Additional contact information
Camelia Apostu: Lucian Blaga University of Sibiu, Faculty of Economic Sciences

Studies in Business and Economics, 2007, vol. 2, issue 2, pages 5-7

Abstract: No product, service or company can keep, in our days, competitive advantages on long terms. Technology, globalisation and the access at information make like every product or service can be retorted in a very short time. The only real good that a company owns is that good from the consumer’s mind. The only real good is the brand. The brand can also be named the marketing’s heart. Marketers say that using the brand is the art and the key of marketing.

Keywords: brand; competitive advantage; loyalty; brand`s capital (search for similar items in EconPapers)
Date: 2007

Downloads: (external link)
http://eccsf.ulbsibiu.ro/RePEc/blg/journl/221apostu.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:blg:journl:y:2007:v:2:p:5-7

Access Statistics for this article

More articles in Studies in Business and Economics from Lucian Blaga University of Sibiu, Faculty of Economic Sciences
Address: Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No.17, postal code 550324, Sibiu, Romania
Contact information at EDIRC.
Series data maintained by Mihaela Herciu ().