Importanţa brandului în promovarea imaginii întreprinderii

Abstract

This article justifies the necessity to build a trademark and brand and the benefits they canbring to the enterprise, partners and customers over time. This article aims to familiarize you with the main theoretical concepts of trademark and brand characterized in the literature, the differences between them, the typology of brands and their characteristic and the advantages of brand. So that brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key elements such as customers, staff, partners, investors etc., but trademark serve to identify a particular business as the source of goods or services.