Theoretical and Applied Economics
No. 8 / 2006 (503)
Succes on the International Market Depends on Brand Strategy
Academia de Studii Economice Bucuresti
Abstract. Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.
Contents
Sustainable development at tax-deductible costs or how to assure sustainable development by one’s way of living
New Informatization Strategy in the Romanian Research and Educational System
Issues of Performance Analysis – A Critical Approach in the Context of Information and Corporate Governance Theories
Economic Transformation of European Union in the Context of Kondratieff Cycles
Succes on the International Market Depends on Brand Strategy
Indicators System for Poverty Measurement
Corporate Governance, Essential Lever of the Policy for Stockholders Wealth Maximization and its Contemporary Complements
The European Model: Economic Growth, Convergence and Cohesion
Investment Process in Territorial Government Sectors
Market and Money: Economic Instruments of Political Europe
Intangible Assets – Important Resources for Performant Enterprise Gestion
Impact of Exchange Rate Fluctuation to the Romanian Foreign Currency Reserve
Labour Force Migration Effects within European Union
The Number of Human Population, a Statistical and Economical Synthesis of Alternative Evolution towards Demographical Explosion or Implosion