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The Importance Of Brand Equity In The Era Of Plurivalent Relations


  • NEAGOE, Cristina


The interest that the brand has raised comes from the highly visible attempt of organisations to identify means to differentiate themselves in the new economic conditions imposed by the features of globalised markets. This paper presents a vast process of analysis, systematization and synthesis of the theoretical ground, aiming to emphasize the particularities of brand equity in the context of plurivalent relations. Operationally, they become strategic targets. In compliance with the decision-making stage (e.g. brand differentiation, emphasis on the brand benefits, creating brand loyalty, strengthening the brand image etc), communication techniques and tools can be used that allow tactical measures.

Suggested Citation

  • NEAGOE, Cristina, 2011. "The Importance Of Brand Equity In The Era Of Plurivalent Relations," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 48-52, June.
  • Handle: RePEc:hmm:journl:v:1:y:2011:i:2:p:48-52

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    brand equity; relational marketing; marketing communication; stakeholders attachment; plurivalent relations;

    JEL classification:

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


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