BRAND - PRODUCT INTERDEPENDENCE
BRAND - PRODUCT INTERDEPENDENCE
Author(s): Claudia Cristina Ploscaru, Tudor Nistorescu, Cătălin Mihail BarbuSubject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: brand; branding; brand and product; product policy
Summary/Abstract: In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.
Journal: Management & Marketing - Craiova
- Issue Year: 2014
- Issue No: 1
- Page Range: 7-13
- Page Count: 7
- Language: English