COMMUNICATION STRATEGY AND ROMANIAN BRANDS’ DYNAMICS BETWEEN 2012 AND 2013
COMMUNICATION STRATEGY AND ROMANIAN BRANDS’ DYNAMICS BETWEEN 2012 AND 2013

Summary/Abstract: Due to deep social and economic changes that the society faces and the spectacular evolution of an increasingly dynamic environment, organizations seek to find new ways to gain a privileged position within a reference market. At the same time, consumers are becoming more demanding and more willing to have quality products and services that give them maximum satisfaction. Consumers are better informed and have the advantage of communication techniques used by suppliers of goods and services. Although advertising is one of the most popular means of communication, in recent years, organizations are increasingly moving more towards the use of sales promotion, public relations, sales power, direct marketing, event communication just in order to cover different audience categories as effectively as possible. The competition is becoming stronger, requiring the competitors a proactive behavior able to provide a stable position on the market, but also in the consumers’ perception. Thus, the concept of positioning the products or services acquires new meanings, so that the techniques of communication chosen by the organization should reflect the positioning wanted by the announcer. For any brand, the main target is a higher positioning on the market from year to year. This can happen only through a well established communication strategy.

• Details
• Contents