TRADEMARK VS BRAND: A CONCEPTUAL APPROACH Cover Image

TRADEMARK VS BRAND: A CONCEPTUAL APPROACH
TRADEMARK VS BRAND: A CONCEPTUAL APPROACH

Author(s): Tudor Nistorescu, Cătălin Mihail Barbu, Roxana Dumitriu
Subject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: trademark; brand; brand capital; brand system

Summary/Abstract: In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed that there are differences of substance between the two concepts. If the trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a product, beyond the utility of that product or the service.

  • Issue Year: 2013
  • Issue No: 1
  • Page Range: 29-37
  • Page Count: 9
  • Language: English
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