期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：06
页码：33-47
出版社：Society for Business Research Promotion
摘要：The brand is the essence of the company, which aims to remember important features of the products, in addition to defining key aspects related to the choices made by consumers. The brand identity also represents the insight about herself and expresses its main aspects, namely, his personality, and she has become, today, valuable assets for organizations. With the emergence of new products and new brands in the market, it creates a challenge for administrators are to search for new horizons towards innovation as a way to be recognized and remembered in the market. Thus, this study aims to examine the importance of the administrator in the marketing and management of current brands, assisting in the management and growth of the brand. The importance of the subject is relevant because organizations need to encourage consumers through strategic actions and efficient planning, managed by administrators who have a broader view, in an increasingly competitive market. For this, we conducted a literature review, through books, articles, magazines and the internet, where the methodology was qualitative and descriptive. Full Text
