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BRAND POSITIONING IN THE COMPETITIVE ENVIRONMENT

Alexandra Iorgulescu and Mihaela Marcu
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Alexandra Iorgulescu: CCSCMOP, University of Craiova, Romania
Mihaela Marcu: CCSCMOP, University of Craiova, Romania

Social Sciences and Education Research Review, 2019, vol. 6, issue 1, 156-162

Abstract: In this article, we have shown the place occupied by a brand on the competitive market according to image and packaging. Attributes are the functional and mental connections, and the benefits are the reasoning of the purchase decision.

Keywords: brand; image; positioning (search for similar items in EconPapers)
JEL-codes: Z0 (search for similar items in EconPapers)
Date: 2019
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