The Brand as Strategic Asset of the Organization
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.
Volume (Year): 15 (2014)
Issue (Month): 1 (March)
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- 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.
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