Изследване отношението реклама - маркова известност
Investigating the relationship between advertisements and branded reputations

Summary/Abstract: The economic essence of a brand is manifested by the functions it performs. They have an historically transient nature, which means that at certain stages of a community’s economic development some functions die, others emerge and develop by changing or enriching its content. Branding is an important asset for any company as it is a basis for competitive advantage and expected financial returns. A trademark, as an economic symbol of quality and origin of products, facilitates market relations and product realization. Through direct contact with consumers and by means of economic advertising it provides the necessary information to orient them in forming their preferences.

• Details
• Contents