IDEAS home Printed from
   My bibliography  Save this article

Successful brands or key to any company's success


  • POPESCU Ruxandra Irina

    () (The Bucharest Academy of Economic Studies, Romania)


“Some consumers would walk a mile just to find Camel cigarettes and would wait in line for hours to buy a Swatch. Others are attached to their cars or motorcycles, while teenagers spend hours and hours talking about hip clothing brands” (Schroeder & Salzer-Morling, 2006). The subsequent question is: are these people victims of manipulation, publicity or are they simply people who love symbols? Chevalier and Mazzalovo (2004) claim that a brand does not represent manipulation, that consumers choose certain brands as they see them as the best on the market.

Suggested Citation

  • POPESCU Ruxandra Irina, 2009. "Successful brands or key to any company's success," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1 Special), pages 174-179, July.
  • Handle: RePEc:rom:econmn:v:12:y:2009:i:1special:p:174-179

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    brand; marketing; global brands’ value; consumers;

    JEL classification:

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


    Access and download statistics


    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:rom:econmn:v:12:y:2009:i:1special:p:174-179. 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: (Ciocoiu Nadia Carmen). General contact details of provider: .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.