Mark vs. Brand - Term and Controversies
Starting from the new marketing paradigm, putting the buyer, and therefore his understanding of the products and services that meet his daily needs at the center of marketing actions, attracts more and more attention. Having in mind the latest advertising drive of “Coca-Cola” one can say that, so far, they have been engaged in the sale of “Coca-Cola”, and now sell Coca Cola "side of life." The work compares two terms mark and brand, and provides the most common meanings of these terms, starting from the differences in the concepts of trade mark and brand. The universal anglicanization not only in the language of marketing, but also in other languages, the term brand is more and more being used synonymously to the term mark, which we can not agree with. Customers and consumers create a special relationship to the mark. There are different models of the evolution of the concept of branding. Corporate brand as a concept implies a coordinated portfolio of marks. The practice of marketing is based on product quality, development of trademarks and a creation of a brand. Contemporary practice of marketing starts with the creation of brands which are given characteristics of trademarks and products. Brand, in general, expresses a mission and values that the company nurtures, and must be incorporated in the vision of the company. Starting point for building a brand is a belief that must realistically indicate the value related to the client. This belief is particularly important in the process of communicating the brand, both with external and with internal factors.
Volume (Year): 5 (2009)
Issue (Month): ()
|Contact details of provider:|| Postal: Gajev trg 7, 31000 Osijek|
Phone: 031 224 400
Fax: 031 211 604
Web page: http://www.efos.unios.hr
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:osi:journl:v:5:y:2009:p:147-154. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hrvoje Serdarusic, PhD)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.