ANALYSING THE SECTORS AND COUNTRIES OF ORIGIN FOR THE TOP RANKING BRANDS. ARE THERE ANY COMMON PATTERNS?
It is a well-known fact that brands play an increasingly important role in our lives. The branding process becomes a reality for even those who strictly separate themselves from the world of brands: there is no longer any sector where brands would not have penetrated into. It is also well-known t...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitaria Press Craiova
2019-11-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://mnmk.ro/en/documents/2019_2/3-7-2-19.pdf |
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| Summary: | It is a well-known fact that brands play an increasingly important role in our
lives. The branding process becomes a reality for even those who strictly
separate themselves from the world of brands: there is no longer any sector
where brands would not have penetrated into. It is also well-known that not all
brands are characterized by long-term success, not even the international
ones. However, there are brands so deeply embedded in cultural globalization
that almost every nation regards them as their own. We have to admit that not
all brands succeed to do so. Interbrand is the organization that selects and
publishes the most valuable brands in the world every year. How has the top
ranking of the brands evolved over the years, which brands have failed, which
are the newcomers? Or which brands can successfully respond to the
environmental changes – no matter if these are macro or micro changes - and
fundamentally determine the demand for each sector – are among our top
concerns in our research. |
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| ISSN: | 1841-2416 |