BRAND - PRODUCT INTERDEPENDENCE

Tudor Nistorescu, Catalin Mihail Barbu and Claudia Cristina Ploscaru
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Tudor Nistorescu: University of Craiova, Romania
Catalin Mihail Barbu: University of Craiova, Romania
Claudia Cristina Ploscaru: University of Craiova, Romania

Management and Marketing Journal, 2014, vol. XII, issue 1, 7-13

Abstract: In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

Keywords: brand; branding; brand and product; product policy (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xii:y:2014:i:1:p:7-13

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