Impactul imaginii de marcă asupra produselor şi serviciilor - reper orientativ al relansării exporturilor romāneşti
Autor (i): Lect. univ. dr. Laura Dindire
Cuvinte cheie: brand, trademark, imagology, image, international rankings.
Abstract:
This paper aims at signaling the poor placement of Romania in international rankings, especially in the country brand ranking (Country Brand Index) developed by BBC World News and FutureBrand, but at the same time it also presents an empirical research, a qualitative study conducted by Unlock Market Research, which highlights the most powerful Romanian brands. The conclusions of this paper reflect the need of perceiving brand as valuable capital for companies, presenting examples of large corporations which, due to the fact that they have learned this assumption, now occupy top positions worldwide.
This paper aims at signaling the poor placement of Romania in international rankings, especially in the country brand ranking (Country Brand Index) developed by BBC World News and FutureBrand, but at the same time it also presents an empirical research, a qualitative study conducted by Unlock Market Research, which highlights the most powerful Romanian brands. The conclusions of this paper reflect the need of perceiving brand as valuable capital for companies, presenting examples of large corporations which, due to the fact that they have learned this assumption, now occupy top positions worldwide.
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