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A Comparative Analysis Regarding Brand Name Strategies

Author

Listed:
  • Moisescu Ovidiu Ioan
  • Gica Oana Adriana

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

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.

Suggested Citation

  • Moisescu Ovidiu Ioan & Gica Oana Adriana, 2007. "A Comparative Analysis Regarding Brand Name Strategies," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(9S), pages 79-86, May.
    • Handle: RePEc:aio:rteyej:v:1:y:2007:i:9s:p:79-86
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    File URL: http://feaa.ucv.ro/RTE/009S-12.pdf
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    References listed on IDEAS

    as
    1. Leslie Collins, 1992. "The Psychology of Names," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 3, pages 22-31, Palgrave Macmillan.
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      More about this item

      Keywords

      brand name; brand strategy; brand extension; co-branding;
      All these keywords.

      JEL classification:

      • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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