. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol …’s a complex process, and in this process marketers must develop a brand positioning, must create and manage brands. In … this paper, we try to underline the importance of brand in marketing communication. …

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 …

internationalise their own brands - labelled by the Chinese as OBM (Original or Own Brand Manufacturing) - or to be international … brand owners (FBOs). The paper discusses some of the extant research on the advantages and disadvantages of each business …

follows that the “brand” and the school’s current performance are complementary in increasing demand for places in the law …

undertaking with that belongs to a group with well-known brand which aims to expand on national and international market. This … share a recognized brand and provide quality services might mean the difference between financial success and failure. …