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文章基本信息

  • 标题:TRADEMARK VS BRAND: A CONCEPTUAL APPROACH
  • 本地全文:下载
  • 作者:Nistorescu, Tudor ; Barbu, Catalin Mihail ; Dumitriu, Roxana
  • 期刊名称:Management and Marketing Journal
  • 印刷版ISSN:1841-2416
  • 出版年度:2013
  • 卷号:XI
  • 期号:1
  • 页码:29-37
  • 出版社:University of Craiova, Faculty of Economics and Business Administration
  • 摘要:In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed that there are differences of substance between the two concepts. If the trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a product, beyond the utility of that product or the service.
  • 关键词:trademark; brand; brand capital; brand system
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