MARCA – DEFINITIE SI SEMNIFICATII

Ovidiu Moisescu ()

Revista Tinerilor Economisti (The Young Economists Journal), 2006, vol. 1, issue 6, 70-75

Abstract: The interest in brand marketing and management has strongly increased during the last two decades. Brands represent core elements of any marketing strategy and essential assets to any company. Yet, a complete formulation and approach of its definition and significance has been neglected, both in international and national specialized literature. Defining the brand is a difficult task. This paper tries to outline three main approaches, when considering defining and analyzing the significance of the brand concept, as they were identified through a documentary research of the literature.

Keywords: brand significance; brand components; brand values; brand meaning; limited; extended and holistic approach of brand definition and significance (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:aio:rteyej:v:1:y:2006:i:6:p:70-75

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