Record Details

Brand Leadership in the contemporary economy

Studies and Scientific Researchs. Economics Edition

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Field Value
 
Title Brand Leadership in the contemporary economy
 
Creator Andrei, Andreia
Talaba, Monica
 
Subject brand leadership; brand management; branding; social marketing;
M31
 
Description The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance of brand’s human interface and increased influence of information sources such as Internet and socialmedia in buying decision led to the proliferation of the brand’s touch points and the emergence of social marketing. Marketing is experiencing a profound paradigm shift, because marketers can not control anymore the conversation with consumers through commissionable media. The paper outlines the importance of brand leadership in the context of changes made by social media. Overcoming the traditional vision of marketing and management and adopting brand leadership become an imperativefor business success in the contemporary economy.
 
Publisher Vasile Alecsandri University of Bacau
 
Contributor —
 
Date 2010-12-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://www.sceco.ub.ro/index.php/SCECO/article/view/133
10.29358/sceco.v0i15.133
 
Source STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION; No 15 (2010)
STUDII SI CERCETARI STIINTIFICE. SERIA STIINTE ECONOMICE; No 15 (2010)
2344-1321
2066-561X
 
Language eng
 
Relation http://www.sceco.ub.ro/index.php/SCECO/article/view/133/133