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THE UNDERSTANDING OF BRANDING PROCESS AS A MANAGEMENT TOOL THAT HELPS THE COMPANIES TO DIFFERENTIATE ON THE MARKET

Camelia Budac (), Lia Baltador and Daniela Petrascu
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Lia Baltador: Lucian Blaga University of Sibiu
Daniela Petrascu: Lucian Blaga University of Sibiu

Revista Economica, 2012, vol. Supplement, issue 3, 31-36

Abstract: This paper aims to be a brief presentation of branding as a management tool, both on its importance as a tool for the success of an organization on the market and the low level of understandingand use of the Romanian managers. An emerging economy like Romania`s today needs strong brands that could support the Romanian organizations in a global economy to win new markets and enforce their products and services, to distinguish themselves from their competitors and provide a more flexible supply range.

Date: 2012
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