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How to Create a Strong Brand

Author

Listed:
  • Adina Musetescu
  • Robert Chira

Abstract

Brands are omnipresent. A brand is not just a name, but it should stand for a concept or idea. Currently, in creating a strong brand, companies have to take into consideration a communication model that is composed of three elements: ignite, inform, involve. In terms of marketing strategy used by the company, the following architectures of the brand name can be observed: one-firm branding, house branding, endorsed branding, and separated branding. Usually the origin country is selling the product, being considered a guarantee of the quality and expertise. In the present, the Country Brand Index is calculated as recognition for highly appreciated nations.

Suggested Citation

  • Adina Musetescu & Robert Chira, 2015. "How to Create a Strong Brand," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 7(2), pages 119-122, June.
    • Handle: RePEc:khe:journl:v:7:y:2015:i:2:p:119-122
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