A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES Cover Image

A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES
A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES

Author(s): Ovidiu Ioan Moisescu
Subject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: brand name; brand strategy; brand extension; co-branding

Summary/Abstract: Authors: Ovidiu Ioan Moisescu, Oana Adriana Gica Nowadays, in an age of globalization, brands are growing ever more valuable. They have to differentiate one product from another, position the offer and also be adaptable both to changes in product lines and ranges, and to evolving consumers’ expectations. The continual increase in the number of products makes branding an increasingly complex business. This paper approaches, in a comparative, critical and impartial manner, the main brand name strategies, revealing the specific features, advantages and disadvantages of each.

  • Issue Year: 2007
  • Issue No: 09 special
  • Page Range: 79-86
  • Page Count: 7
  • Language: English
Toggle Accessibility Mode