How to Create a Strong Brand
Journal Title: Dezbateri social economice - Year 2015, Vol 4, Issue 2
Abstract
Brands are omnipresent. A brand is not just a name, but it should stand for a concept or idea. Currently, in creating a strong brand, companies have to take into consideration a communication model that is composed of three elements: ignite, inform, involve. In terms of marketing strategy used by the company, the following architectures of the brand name can be observed: one-firm branding, house branding, endorsed branding, and separated branding. Usually the origin country is selling the product, being considered a guarantee of the quality and expertise. In the present, the Country Brand Index is calculated as recognition for highly appreciated nations.
Authors and Affiliations
Adina Musetescu, Robert Chira
Keywords
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