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| Author: | Grosser, H. |
| Title: | Der klassische Markenartikel - Versuch einer Wesensbestimmung (The classical branded product - an essay of definition) |
| Journal: | Markenartikel
1991 : VOL. 53:5, p. 200-207 |
| Index terms: | BRANDS PHILOSOPHY |
| Language: | ger |
| Abstract: | The author, assistant of professor dr. E Leitherer at the University of Munich tries to update the classical, eight- point definition by Mellerowicz. The brand should be in his interpretation a producer and not a commercial category. stability (of quality, price, channels of distribution) is an important element in order that the consumer may rely on the brand (material confidence). |
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