A strategic approach to brand definitions

Ειρήνη Δ. Ρηγοπούλου


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.


Brand name products; Business enterprises; Marketing; Advertising; Consumer behavior

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η δικτυακή πύλη της ευρωπαϊκής ένωσης ψηφιακή ελλάδα ΕΣΠΑ 2007-2013