IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxiiy2012i3p50.html
   My bibliography  Save this article

Brand and Marketing Communication

Author

Listed:
  • Muhcina Silvia

    (Faculty of Economic Science, Ovidius University of Constanta)

Abstract

In the global era, building a sustainable competitive advantage it’s hard and difficult. People wants to eat and dress with distinctive products, and the producers, from reason of costs and profitability, offer goods and services which are more and more standardized, but are offered as being distinctive from the rests, and which goes in all the world’s corners. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol which is the core of entire marketing communication process, the essence of the messages concerning products, services, or organizations, messages that are transmitted by the enterprises or other entities on the market. Developing a marketing strategy it’s a complex process, and in this process marketers must develop a brand positioning, must create and manage brands. In this paper, we try to underline the importance of brand in marketing communication.

Suggested Citation

  • Muhcina Silvia, 2012. "Brand and Marketing Communication," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(3), pages 1-50, Decembre.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:3:p:50
    as

    Download full text from publisher

    File URL: http://stec.univ-ovidius.ro/html/anale/ENG/cuprins%20rezumate/rezumate2012specialissue.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    marketing; strategy; brand; communication; positioning.;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovi:oviste:v:xii:y:2012:i:3:p:50. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.