A strategic approach to brand definitions

Abstract

In the context of developing a theory relevant to the term "Brand", this article focuses on
how "Brands" are perceived by executives active in Greece. Based on the empirical research
undertaken, useful conclusions have been reached regarding the "Brand", as it is perceived by
business executives. Apart from that, this article expresses a view of how the practitioners should
perceive the Brand, so that, under the scope of Strategic Brand Management, to achieve the
development of strong Brands.