Brand and Marketing Communication

Muhcina Silvia ()
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Muhcina Silvia: Faculty of Economic Science, Ovidius University of Constanta

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 3, 50

Abstract: In the global era, building a sustainable competitive advantage it’s hard and difficult. People wants to eat and dress with distinctive products, and the producers, from reason of costs and profitability, offer goods and services which are more and more standardized, but are offered as being distinctive from the rests, and which goes in all the world’s corners. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol which is the core of entire marketing communication process, the essence of the messages concerning products, services, or organizations, messages that are transmitted by the enterprises or other entities on the market. Developing a marketing strategy it’s a complex process, and in this process marketers must develop a brand positioning, must create and manage brands. In this paper, we try to underline the importance of brand in marketing communication.

Keywords: marketing; strategy; brand; communication; positioning. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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