d Awareness in Increasing Competitiveness and in Creating the Competitive Advantage of the Company
The brand represents the result of a creation process that resides in a combination of elementsand values which the consumer associates with a product. By the added value for the company, thebrand constitutes the most important resource because it becomes an element of identity andcontributes at the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ovidius University Press
2018-01-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | http://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2018/08/5-3.pdf |
| Summary: | The brand represents the result of a creation process that resides in a combination of elementsand values which the consumer associates with a product. By the added value for the company, thebrand constitutes the most important resource because it becomes an element of identity andcontributes at the differentiation from the competitors, therefore increases the competitionaladvantage.
The present paper’s objective is to evidentiate the role of the brand in creating and maintaininga sustainable competitive advantage of the company. Therefore we present the models of analysisof the competitive advantage and also the emotional component of the brand that is used as acompetitive enhancement tool of the company. |
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| ISSN: | 2393-3127 2393-3127 |