Brand as a challenge to corporate governance in the globalization process

Abstract

The increasing expansion of globalization, largely changes and the current economic strategy and policy of companies. The aim of this paper is to show to the alarming the need to accede to the seriousness of the implementation of adequate marketing strategies, among which is dominant brand strategy and thus the strategic brand management. The pace of technological innovation and information technologies contribute to the intensity of communication and have an impact on competitiveness. Networking overcomes time and space and leads almost to the equalization consumer demands set by companies, or to brand loyalty. Modern conditions of market economy, changing business conditions and intense competition, dictate the lower limit of efficiency of business entities to survive in the market. Creation and development of the brand is the company's long-term investment because brand loyalty of consumers means focusing on achieving their satisfaction, which directly leads to strengthening competitiveness and thus improve financial results.