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The Brand as Strategic Asset of the Organization

Author

Listed:
  • Liviu CRÃCIUN

    () (University of Craiova, Romania)

  • Cãtãlin Mihail BARBU

    () (University of Craiova, Romania)

Abstract

In this paper we intend to capture and to explain the role of brands as strategic assets. We discussed the role of the brands in the Ansoff matrix and then we realized a study regarding the use of brands in correlations with the strategies utilized by the Romanian companies. The results showed that managers are not fully aware of the brands potential in attending strategic goals. Because of the increasing role of the brands, they can be considered as strategic assets capable to ensure differentiation and competitive advantage of the organizations. The brands are the leading force that can bring together the general strategy of the enterprise, the human resources, the production operations and the marketing policies.

Suggested Citation

  • Liviu CRÃCIUN & Cãtãlin Mihail BARBU, 2014. "The Brand as Strategic Asset of the Organization," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 69-77, March.
  • Handle: RePEc:rom:rmcimn:v:15:y:2014:i:1:p:69-77
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    File URL: http://rmci.ase.ro/no15vol1/06.pdf
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    References listed on IDEAS

    as
    1. Alexandru Ionut ROJA & Marian NÃSTASE, 2013. "Leveraging Organizational Capabilities through Collaboration and Collaborative Competitive Advantage," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 359-366, July.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    brand; branding; strategy; strategic asset; Ansoff matrix.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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