A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES

Ovidiu Moisescu () and Gica Oana Adriana
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Gica Oana Adriana: Babes-Bolyai University Faculty of Economics and Business Administration, Cluj-Napoca, Romania

Revista Tinerilor Economisti (The Young Economists Journal), 2007, vol. 1, issue 9S, 79-86

Abstract: Nowadays, in an age of globalization, brands are growing ever more valuable. They have to differentiate one product from another, position the offer and also be adaptable both to changes in product lines and ranges, and to evolving consumers’ expectations. The continual increase in the number of products makes branding an increasingly complex business. This paper approaches, in a comparative, critical and impartial manner, the main brand name strategies, revealing the specific features, advantages and disadvantages of each.

Keywords: brand name; brand strategy; brand extension; co-branding (search for similar items in EconPapers)
JEL-codes: M00 M31 (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:aio:rteyej:v:1:y:2007:i:9s:p:79-86

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