Theoretical and Applied Economics
No. 2 / 2007 (507)
Performant Brand Management Contribution to the Company Success on International Market
Academia de Studii Economice Bucuresti
Abstract. 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.
Contents
Elasticity of Substitution for Production Functions in Romania and other Countries
The Development of a Multisource and a Systematized Database for Economic and Policy Impact Analysis
Leadership, Motivation and Excellence (A Comparative view)
Labor Relations and Social Dialogue: Measurement and Diagnosis Instruments
Management Science Education, between McDonaldisation of Society and High Quality Economics
Performant Brand Management Contribution to the Company Success on International Market
Statistical Methods for Base Inflation Calculation
Professional Competence in Psychosociology Research
VaR Methodology Application for Banking Currency Portfolios
Development Economics and Economic Development: Why do Institution Matter?
Evaluation of Results from Sales Promotion Activities
Currency Evolutions during 2006 and Expectations for 2007