Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand … preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in … presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among …

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 …

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. …

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 …

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 …

The article deals with basic questions regarding terminology study the concepts of \"brand\" and \"brand management …\", the main stages of the product based on brand and the right tools to do so. Also, the basic components of the brand to …