The brand – a few definitions
Journal Title: Manager Journal - Year 2009, Vol 10, Issue
Abstract
This article discusses a series of definitions of the term “brand” in order to highlight the fact that in a world dominated by hyper-consumption and products with similar functional benefits the role of branding is every day more important, being the only means by which the consumer is oriented. People no longer consume products but brands, because now the differentiation does not start from physical attributed but from emotional benefits. That is why the brand managers’ role is all the more related to the management of a symbolic world.
Authors and Affiliations
Alexandra Craciun
Keywords
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