TRADEMARK VS BRAND: A CONCEPTUAL APPROACH

In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed that there are differences of substance between the two concepts. If the trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a product, beyond the utility of that product or the service.

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Year of publication:	2013
Authors:	NISTORESCU, Tudor ; BARBU, Catalin Mihail ; DUMITRIU, Roxana
Published in:	Management and Marketing Journal. - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1841-2416. - Vol. XI.2013, 1, p. 29-37
Publisher:	Facultatea de Economie şi Administrarea Afacerilor
Subject:	trademark \| brand \| brand capital \| brand system

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Extent:	application/pdf
Type of publication:	Article
Classification:	M30 - Marketing and Advertising. General ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

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