principiile marketingului philip kotler pdf

This process, together with its component stages, each stage specificities and deliverables that can be obtained at the end of each stage will be dealt with below. Branding involves a well organized process, with clear stages, whose complexity varies only for reasons related to the size of the organization starting such a project. The brand consulting agency has the role of management and coordination in the process of branding and the general manager is the main responsible within the company.

doi: 10.1016/S2212-5671(13)00161-5īrand design, launch and management involve both human and financial resources and the cooperation of several professionals from different disciplines such as design, marketing, human resources, finance and management. Selection and peer-review under responsibility of Faculty of Economic Sciences, Lucian Blaga University of Sibiu. If thus supported the brand-resource will be as effective as any other resource, if not, the resource is exhausted.'(Olins 2009)Į-mail address: © 2013 The Authors. The brand, as finance, investment, human resources, research and development, marketing, information technology and other corporate resources, needs authority, rules, proper funding, commitment and management. 'If launched and supported effectively, the brand is a major corporate resource - sometimes the most valuable financial asset of an organization. Like any other asset, brand management is very important for the success of the company in the market. Adamson (2009) defines branding as 'the execution and management of things that determine how people perceive the brand.' This activity is also called brand management either of these two definitions name basically the same thing stated above. Keywords: brand brand equity brand valuation best brands performance indicators.īranding is designing and managing brands to increase their net value. Selectionandpeer-reviewunderresponsibilityof FacultyofEconomic Sciences,LucianBlagaUniversity ofSibiu. © 2013TheAuthors.PublishedbyElsevier B.V. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. International Economic Conference of Sibiu 2013 Post Crisis Economy: Challenges andĪ Faculty of Economic Sciences, 'Lucian Blaga ' University, Sibiu, Romania Procedia Economics and Finance 6 (2013) 444 - 448 Available online at ScienceDirect Procedia

Principiile marketingului philip kotler pdf