Комуникационни характеристики на търговската марка

Трендафилов, Димитър (2013) Комуникационни характеристики на търговската марка. Диалог (1). ISSN 1311-9206

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The article is dedicated to brand as a communication device in marketing practice and, thence, it attempts to define in clearer manner why and how brand serves to companies’ sale objectives, and how could be used more successfully as a tool. The main thesis is that brand deserves the whole responsibility and attention of the management since in the contemporary business environment it is superb, but not one and only, instrument for taking hard-to-copy competitive advantages and it provides the much needed dialogue with consumer, who on her/his side has more and more opportunities to influence brand’s life in the market. Also the most important tasks of brand in terms of communication are listed, and by means of two diagrams its main elements and their functions are illustrated in different perspectives.

Item Type:Article
Additional Information:TITLE: Communication Properties of Brand, AUTHOR: Dimitar Trendafilov
Subjects:Economic and business Administration > Economic policy. Management. Marketing
Mass communications > Mass communications
ID Code:1720
Deposited By: As. prof. Dimitar Trendafilov
Deposited On:01 Apr 2013 12:32
Last Modified:08 Oct 2013 06:25

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