search query: @indexterm Brand names / total: 212
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| Author: | Adriaensens, B. |
| Title: | Entrepreneurs, l'image de votre marque est votre capital. |
| Journal: | Gestion 2000
1987 : VOL. 3:6, p. 199-212 |
| Index terms: | ENTREPRENEURSHIP BRAND NAMES CORPORATE IMAGE |
| Language: | fre |
| Abstract: | An analysis of markets in the eighties is presented that shows that as a result of the increasing rate of technological innovation, products do not maintain the advantages they may have over their competitors for very long. In order to survive, manufacturers have to give their products durable emotional advantages associated with values above and beyond pure performances. The added value which constitutes the personality of a brand is the brand image. Changing the brand image always boils down to changing factors of a real nature in order to obtain a result of a symbolic nature. The responsibility for image policy must be held at the highest level in the organization. |
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