THE VALUE OF A BRAND BASED ON CONSUMPTION

Mungiu-Pupazan Mariana Claudia
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Mungiu-Pupazan Mariana Claudia: CONSTANTIN BRANCUSI UNIVERSITY OF TG-JIU

Annals - Economy Series, 2018, vol. 6, 104-111

Abstract: Focused mostly on business daily business challenges, from management issues to financial management to profitability, many entrepreneurs forget about the importance of the brand and its role in ensuring the success of a sustainable business. By brand, we understand the totality of the features and experiences that make an object or set unique to the stakeholders. Brand is a promise, in response to an existing and unnecessary necessity, a mission that represents the entity that holds the brand as a whole, from the values that govern it, and to the implemented management processes. Thus, the brand is the way in which a product, service or company is perceived and seen in the minds of consumers or the parties with which it interacts. This paper deals with a phenomenon that has become global, consumerism. The concept of scattering, accumulating more than you need, consuming in excess is the fines that have been fined by all civilizations and placed dogmatically among the first values that children learn from their first years of life. This has been perpetuated since the time when goods or products were not as easy as today. Consumerism is the need to consume, whether or not I need it, to meet some psychological needs, not to mention physiological needs or basic needs.

Keywords: consumerism; global phenomenon; brand capital; managerial performance; competitiveness; brand management (search for similar items in EconPapers)
Date: 2018
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