Performant Brand Management Contribution to the Company Success on International Market
The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The position...
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General Association of Economists from Romania
2007-02-01
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doaj-9b276da0910f474fa95f291fe68b81a72020-11-24T22:40:35ZengGeneral Association of Economists from RomaniaTheoretical and Applied Economics1841-86782007-02-012(507)2(507)5564Performant Brand Management Contribution to the Company Success on International MarketVictor DanciuThe success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management.http://www.ectap.ro/articole/194.pdfbrandingbrand identitybrand positionningbrand imageInterbrand methodology |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Victor Danciu |
spellingShingle |
Victor Danciu Performant Brand Management Contribution to the Company Success on International Market Theoretical and Applied Economics branding brand identity brand positionning brand image Interbrand methodology |
author_facet |
Victor Danciu |
author_sort |
Victor Danciu |
title |
Performant Brand Management Contribution to the Company Success on International Market |
title_short |
Performant Brand Management Contribution to the Company Success on International Market |
title_full |
Performant Brand Management Contribution to the Company Success on International Market |
title_fullStr |
Performant Brand Management Contribution to the Company Success on International Market |
title_full_unstemmed |
Performant Brand Management Contribution to the Company Success on International Market |
title_sort |
performant brand management contribution to the company success on international market |
publisher |
General Association of Economists from Romania |
series |
Theoretical and Applied Economics |
issn |
1841-8678 |
publishDate |
2007-02-01 |
description |
The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management. |
topic |
branding brand identity brand positionning brand image Interbrand methodology |
url |
http://www.ectap.ro/articole/194.pdf |
work_keys_str_mv |
AT victordanciu performantbrandmanagementcontributiontothecompanysuccessoninternationalmarket |
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1725704442790019072 |