Notorietatea şi asocierile mărcii - componente fundamentale ale capitalului mărcii
Brand Awareness and Associations – Brand Equity Core Elements
Author(s): Dorel Marius Pop, Mihai Florin Băcilă, Ovidiu Ioan Moisescu, Alexandra Maria Drule (Ţîrcă)Subject(s): Economy
Published by: Alma Mater & Universitatea »Babes Bolyai« Cluj - Facultatea de St. Economice si Gestiunea Afacerilor
Keywords: brand equity; brand awareness and associations; brand loyalty
Summary/Abstract: Considering nowadays increasing competition, branding is one of the most important tools for diff erentiating and positioning into consumers’ minds. Furthermore, brand awareness and brand associations are the key elements in generating positive brand equity and increase customer base loyalty. Considering several approaches of brand equity, this paper analyses the typology of brand awareness and associations, emphasizing advantages and disadvantages, contexts and means of implementation. The paper concludes with a shortlist of essential requests in order for brand associations to be eff ective.
Journal: Revista de Studii şi Cercetări Economice Virgil Madgearu
- Issue Year: 2008
- Issue No: 02
- Page Range: 114-123
- Page Count: 10
- Language: Romanian
