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A Comparative Analysis Regarding Brand Name Strategies

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Author Info
Moisescu Ovidiu Ioan
Gica Oana Adriana (Babes-Bolyai University Faculty of Economics and Business Administration, Cluj-Napoca, Romania)

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Abstract

Nowadays, in an age of globalization, brands are growing ever more valuable. They have to differentiate one product from another, position the offer and also be adaptable both to changes in product lines and ranges, and to evolving consumers’ expectations. The continual increase in the number of products makes branding an increasingly complex business. This paper approaches, in a comparative, critical and impartial manner, the main brand name strategies, revealing the specific features, advantages and disadvantages of each.

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File URL: http://feaa.ucv.ro/RTE/009S-12.pdf
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Publisher Info
Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Revista Tinerior Economisti(The Young Economists Journal).

Volume (Year): 1 (2007)
Issue (Month): 9S (May)
Pages: 79-86
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Handle: RePEc:aio:rteyej:v:1:y:2007:i:9s:p:79-86

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Related research
Keywords: brand name; brand strategy; brand extension; co-branding;

Find related papers by JEL classification:
M00 - Business Administration and Business Economics; Marketing; Accounting - - General - - - General
M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing

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This page was last updated on 2009-12-16.

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