The Brand as Strategic Asset of the Organization
In this paper we intend to capture and to explain the role of brands as strategic assets. We discussed the role of the brands in the Ansoff matrix and then we realized a study regarding the use of brands in correlations with the strategies utilized by the Romanian companies. The results showed that...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2014-03-01
|
| Series: | Revista de Management Comparat International |
| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no15vol1/06.pdf |