THE IMPORTANCE OF TRADEMARKS AND GOODWILL
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
At present, more and more enterprises and other organizations are aware that one of their most valuable asset is the reputation and brand that is associated with their products or services. Their importance is still gaining in importance. In nowaday's world that is increasingly complicated, businesses and individuals are standing in front of a large selection and it seems they have less and less time to choose wisely. The ability of a strong brand is to simplify the decision-making to a customer, to reduce a risk and to create expectations. They are therefore invaluable. Creating of strong brands that deliver that promise and also maintaining and developing their strength over time is therefore a kind of managers goal. It could be said that the basis of a success in business is a good sign, because not in vain it is said that "a good brand sells itself." For the greatest success of branding can therefore be considered when the brands name is so strong that it ceases to be a brand and becomes literally a lifestyle.
Authors and Affiliations
Anna Harumová
Keywords
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