Abstract
AbstractIn the dynamics of the worldwide contemporary challenges in which companies function, alongside with the impact of phenomena such as globalisation and workforce mobility, an important factor which lead to an organisational long term success could be “the branding process”. As the brand is a central element of any marketing strategy it is essential to be aware of its influence on the strategic planning. The current paper presents a research results from a bibliographic investigation, with the target of clarifying the influence of the brand equity, in defining elements of sustainable success according with ISO 9004 standard. The competitive potential of any company is influenced by the brands held in the company’s portfolio. Brands are definitely valuable managing.
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