How to Create a Strong Brand

Adina Musetescu () and Robert Chira ()

Knowledge Horizons - Economics, 2015, vol. 7, issue 2, 119-122

Abstract: Brands are omnipresent. A brand is not just a name, but it should stand for a concept or idea. Currently, in creating a strong brand, companies have to take into consideration a communication model that is composed of three elements: ignite, inform, involve. In terms of marketing strategy used by the company, the following architectures of the brand name can be observed: one-firm branding, house branding, endorsed branding, and separated branding. Usually the origin country is selling the product, being considered a guarantee of the quality and expertise. In the present, the Country Brand Index is calculated as recognition for highly appreciated nations.

Keywords: Brand loyalty; brand equity; the country brand index; advertising (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:khe:journl:v:7:y:2015:i:2:p:119-122

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