Orange Brand Image on the Romanian Mobile Telephony and its Effect on Company’s Performance in Crisis Context

Denisa Elena Parpandel, Mariana Gănescu () and Pepenel Madeleine ()
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Pepenel Madeleine: "Constantin Brancoveanu” University of Pitesti

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 1596-1600

Abstract: The word “brand” is designated to be a name, term, symbol, or a combination of them all, in order to identify goods and services of a vendor or group of sellers and bring a difference in their their goods and services from the competitors. The present study is based on a laborious documentation, but of high interest, made at Orange Romania, the largest mobile operator in Romania, in order to identify all elements supporting this concepts’ brand image, values and beliefs. We appreciate that supports the development of the company brand image, its good performance and customer relations.

Keywords: brand; brand image; brand promotion; crisis. (search for similar items in EconPapers)
JEL-codes: M21 M37 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:11:y:2011:i:1:p:1596-1600

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