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Trademark Vs Brand: A Conceptual Approach

Author

Listed:
  • Tudor NISTORESCU

    (University of Craiova)

  • Catalin Mihail BARBU

    (University of Craiova)

  • Roxana DUMITRIU

    (University of Craiova)

Abstract

In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed that there are differences of substance between the two concepts. If the trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a product, beyond the utility of that product or the service.

Suggested Citation

  • Tudor NISTORESCU & Catalin Mihail BARBU & Roxana DUMITRIU, 2013. "Trademark Vs Brand: A Conceptual Approach," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 29-37, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:29-37
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Cited by:

    1. Bakanauskas Paulius & Kisieliauskas Justinas, 2018. "Building a Travel Influencer Brand Using Instagram Tools," Management of Organizations: Systematic Research, Sciendo, vol. 80(1), pages 7-18, December.

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    More about this item

    Keywords

    trademark; brand; brand capital; brand system;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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