We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
TRADEMARK VS BRAND: A CONCEPTUAL APPROACH.
- Authors
NISTORESCU, Tudor; Mihail BARBU, Cătălin; DUMITRIU, Roxana Ioana
- Abstract
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.
- Subjects
TRADEMARKS; BRAND name products; THEORISTS; SERVICE marks; BRANDING consultants; BRAND differentiation; PROPERTY rights
- Publication
Management & Marketing Journal, 2013, Vol 11, Issue 1, p29
- ISSN
1841-2416
- Publication type
Article