THE ROLE OF THE BRAND IN BRINGING COMPETITIVE ADVANTAGES

Camelia Apostu ()
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Camelia Apostu: Lucian Blaga University of Sibiu, Faculty of Economic Sciences

Studies in Business and Economics, 2007, vol. 2, issue 2, 5-7

Abstract: No product, service or company can keep, in our days, competitive advantages on long terms. Technology, globalisation and the access at information make like every product or service can be retorted in a very short time. The only real good that a company owns is that good from the consumer’s mind. The only real good is the brand. The brand can also be named the marketing’s heart. Marketers say that using the brand is the art and the key of marketing.

Keywords: brand; competitive advantage; loyalty; brand`s capital (search for similar items in EconPapers)
Date: 2007
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