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Brand Management Nowadays

Author

Listed:
  • Silvia Delia OLARU

    (Bucharest Academy of Economic Studies, Romania)

  • Elena GURGU

    (Spiru Haret University, Marketing and International Business Faculty, Romania)

Abstract

Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer. In this sense, many wise marketers and brands will seek inspiration from brands that won in the Great Depression. That period saw a generation of shoppers completely transformed. Today’s recession, the likes of which most current day consumers and marketers have never seen or felt but only heard of, has shaken shoppers to the core.

Suggested Citation

  • Silvia Delia OLARU & Elena GURGU, 2010. "Brand Management Nowadays," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 124-128, March.
    • Handle: RePEc:rom:rmcimn:v:11:y:2010:i:1:p:124-128
    as

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    File URL: https://www.rmci.ase.ro/no11vol1/Vol11_No1_Article11.pdf
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    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    More about this item

    Keywords

    brand management; value consumer; GDP; economic crisis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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