Purpose - This article deals with a type of luxury fashion brand whose name is at the same time the famous surname. The … of a known brand “name” and no necessity to involve great expenditure on promoting the name, the use of a form of a … famous artists’ surname as a brand can bring the brand managing companies some problems. In case of luxury brands, managers …

The word “brand” is designated to be a name, term, symbol, or a combination of them all, in order to identify goods and … in Romania, in order to identify all elements supporting this concepts’ brand image, values and beliefs. We appreciate … that supports the development of the company brand image, its good performance and customer relations. …

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 and a given market indicates the functional and symbolic values …

organization for successfully administrating of its business area, the brand takes a distinct place, because of the huge potential …

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 and a given market indicates the functional and symbolic values …

struggle of the consumers, without investing a great deal in the creation of a good image apropos a good brand. Investing in … good brand increases the value of the company by creating unique emotional associations, entering the consciousness of the … value is created through the creation of emotional (perceivable) and functional (unperceivable) brand attributes, then the …

The power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed …, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer … in the long term. A brand should strive to own a word in the mind of the consumer. Once a word is precisely associated …

competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious …, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand … Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to …