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d Awareness in Increasing Competitiveness and in Creating the Competitive Advantage of the Company

Author

Listed:
  • Gheorghe Paul

    (The University of Economic Studies of Bucharest)

  • Munteanu Gabriela Iuliana

    (†Andrei Șaguna†University of Constanta)

Abstract

The brand represents the result of a creation process that resides in a combination of elementsand values which the consumer associates with a product. By the added value for the company, thebrand constitutes the most important resource because it becomes an element of identity andcontributes at the differentiation from the competitors, therefore increases the competitionaladvantage. The present paper’s objective is to evidentiate the role of the brand in creating and maintaininga sustainable competitive advantage of the company. Therefore we present the models of analysisof the competitive advantage and also the emotional component of the brand that is used as acompetitive enhancement tool of the company.

Suggested Citation

  • Gheorghe Paul & Munteanu Gabriela Iuliana, 2018. "d Awareness in Increasing Competitiveness and in Creating the Competitive Advantage of the Company," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 297-302, July.
    • Handle: RePEc:ovi:oviste:v:xviii:y:2018:i:1:p:297-302
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    References listed on IDEAS

    as
    1. Gordon L. Clark & Paul Tracey, 2004. "Global Competitiveness and Innovation," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-00773-4, September.
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    More about this item

    Keywords

    competitive advantage; competitiveness; brand;
    All these keywords.

    JEL classification:

    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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