Succes on the International Market Depends on Brand Strategy

Victor Danciu ()

Theoretical and Applied Economics, 2006, vol. 8(503), issue 8(503), 37-44

Abstract: Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.

Keywords: brand identity; brand positionning; creating brand; brand extension; global brand. (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

Downloads: (external link)
http://store.ectap.ro/articole/134.pdf (application/pdf)
http://www.ectap.ro/articol.php?id=134&rid=8 (text/html)

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: https://EconPapers.repec.org/RePEc:agr:journl:v:8(503):y:2006:i:8(503):p:37-44

Access Statistics for this article

Theoretical and Applied Economics is currently edited by Mircea Dinu

More articles in Theoretical and Applied Economics from Asociatia Generala a Economistilor din Romania / Editura Economica Contact information at EDIRC.
Bibliographic data for series maintained by Mircea Dinu ().