Brand as trade mark of the firm Cover Image

Brand as trade mark of the firm
Brand as trade mark of the firm

Author(s): Barbara Josefovich
Subject(s): Business Economy / Management, Methodology and research technology, Management and complex organizations, Marketing / Advertising
Published by: Переяслав-Хмельницький державний педагогічний університет імені Григорія Сковороди
Keywords: brand; trade mark; competitive capacity; firm; competitors; innovations; brand capital

Summary/Abstract: The article is dedicated to the understanding of brand as trade mark of the firm, its importance in the marketing activities of thefirm. It is shown that the brand is non–material product and service, greatly important for the competitive capacity of the firm in theconditions of edgy competitive fight for the spheres of influence. Effective brand favors the increase of cost of products and servicesand extension of sale markets.The author proves on the basis of analysis that the corporate style is the important part of brand creation process; brand image isbased on its recognition by the consumers and competitors. Brand favors the successful promotion of the new products. Brand isinterconnected with the trade mark. Brand capital influences the consumption of goods and services.The main aim of the article is to position brand as trade mark of the firm for the promotion of goods and services on the market andimprovement of competitive capacity.Research may be used by the marketing firms, companies and marketing specialists.

  • Issue Year: 1/2013
  • Issue No: 21
  • Page Range: 89-95
  • Page Count: 7
  • Language: English