TRADEMARK VS BRAND: A CONCEPTUAL APPROACH
TRADEMARK VS BRAND: A CONCEPTUAL APPROACH
Author(s): Tudor Nistorescu, Cătălin Mihail Barbu, Roxana DumitriuSubject(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.
Journal: Management & Marketing - Craiova
- Issue Year: 2013
- Issue No: 1
- Page Range: 29-37
- Page Count: 9
- Language: English
