A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand...

The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation...