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Marca – Definitie Si Semnificatii

Author

Listed:
  • Moisescu Ovidiu Ioan

    (University “Babes-Bolyai” Faculty of Economics and Business Administration, Cluj Napoca, Romania)

Abstract

The interest in brand marketing and management has strongly increased during the last two decades. Brands represent core elements of any marketing strategy and essential assets to any company. Yet, a complete formulation and approach of its definition and significance has been neglected, both in international and national specialized literature. Defining the brand is a difficult task. This paper tries to outline three main approaches, when considering defining and analyzing the significance of the brand concept, as they were identified through a documentary research of the literature.

Suggested Citation

  • Moisescu Ovidiu Ioan, 2006. "Marca – Definitie Si Semnificatii," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(6), pages 70-75, April.
    • Handle: RePEc:aio:rteyej:v:1:y:2006:i:6:p:70-75
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    More about this item

    Keywords

    brand significance; brand components; brand values; brand meaning; limited; extended and holistic approach of brand definition and significance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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