BRAND – AN IMPORTANT FACTOR IN BUYING DECISION

Abstract

Considered a key-element in the definition of a product policy, brand and all its implications have always been a concern for the specialists in the field of marketing because it differentiates a product from the competition’s product, it meets basic criteria, it adds value to the product by meeting the consumers’ psychological needs determining their trust from the point of view of the product’s quality level. Brand represents an important capital, a considerable competition advantage and the strategy a company adopts should ensure the effective development and valorisation of a brand. A brand’s attributes reflects the advantages of both consumers and producers since they are the main reasons of a brand’s importance in the marketing policy. Brand is an important factor that influences a consumer’s decision of buying and, in most cases, the main milestone in the buying decision.