d Awareness in Increasing Competitiveness and in Creating the Competitive Advantage of the Company

Gheorghe Paul () and Munteanu Gabriela Iuliana ()
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Gheorghe Paul: The University of Economic Studies of Bucharest
Munteanu Gabriela Iuliana: †Andrei Șaguna†University of Constanta

Ovidius University Annals, Economic Sciences Series, 2018, vol. XVIII, issue 1, 297-302

Abstract: The brand represents the result of a creation process that resides in a combination of elementsand values which the consumer associates with a product. By the added value for the company, thebrand constitutes the most important resource because it becomes an element of identity andcontributes at the differentiation from the competitors, therefore increases the competitionaladvantage. The present paper’s objective is to evidentiate the role of the brand in creating and maintaininga sustainable competitive advantage of the company. Therefore we present the models of analysisof the competitive advantage and also the emotional component of the brand that is used as acompetitive enhancement tool of the company.

Keywords: competitive advantage; competitiveness; brand (search for similar items in EconPapers)
JEL-codes: L25 M10 (search for similar items in EconPapers)
Date: 2018
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