The brand – a few definitions
The brand – a few definitions
Author(s): Alexandru CrăciunSubject(s): Business Economy / Management, Ethics / Practical Philosophy, Social Philosophy, Marketing / Advertising
Published by: Editura Universităţii din Bucureşti
Keywords: brand; strategy; brand identity; consumption; brand capital; products; category; market;
Summary/Abstract: This article discusses a series of definitions of the term “brand” in order to highlight the fact that in a world dominated by hyper-consumption and products with similar functional benefits the role of branding is every day more important, being the only means by which the consumer is oriented. People no longer consume products but brands, because now the differentiation does not start from physical attributed but from emotional benefits. That is why the brand managers’ role is all the more related to the management of a symbolic world.
Journal: Manager
- Issue Year: 2009
- Issue No: 10
- Page Range: 86-93
- Page Count: 8
- Language: English