The presence of a large number of products with the same value or for the same usage, intends to fulfill the same or similar needs of customers, adds the need for identifying all needs of use of each type of product to any manufacturer. This role in the contemporary market economy has been played by brand or product brand.
The mark or brand is a well-known name or sign of any product, an acronym, a collection of words, syllables, letters, symbols, pictograms or a logo (ex: 3 Mercedes star properties), a shape, a design (ex: Perrier Bottle) , a collection of colors (Kodak), specific graphs, ways of writing the name (Ford) or a combination of two or more elements from these, which are intended to identify manufacturer’s products or services from other manufacturers, which often means the quality of products.
Stone B. (1994), Successful Direct Marketing Methods, 5th edition, 1994
Kaoferrer J.N. (2002), Strategic Brand Management: New Approaches to creating brand equity and evaluating, London: Kogan Page
Gosden F.F. (1985), Direct Marketing Success.
Veseli N. (2009), Principles of Marketing, 2nd edition-ALMA, Skopje
Jefkins F (1987), International Dictionary of Marketing and Communications, Glasgow and London: Blackit
Etzel M.J., Walker B. J., Stanton W.J. (1997), Marketing, 11th edition, Irwin
Kapferer J. N, Laurent G (2005)., Ce qui vas changer LES MARQUES, Paru
American Marketing Associations Dictionary
Kotler P, Armstrong G. (2007), Principles of Marketing, 14th Edition, Prentice-Hall, Inc.
Copyright: © 2013 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
