TRADEMARK VS BRAND: A CONCEPTUAL APPROACH

Tudor Nistorescu, Catalin Mihail Barbu and Roxana Dumitriu
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Tudor Nistorescu: University of Craiova
Catalin Mihail Barbu: University of Craiova
Roxana Dumitriu: University of Craiova

Management and Marketing Journal, 2013, vol. XI, issue 1, 29-37

Abstract: In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed that there are differences of substance between the two concepts. If the trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a product, beyond the utility of that product or the service.

Keywords: trademark; brand; brand capital; brand system (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xi:y:2013:i:1:p:29-37

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