THE ROLE OF BRAND NOTORIOUSNESS IN THE PROMOTION POLICY OF THE ECONOMIC ENTITY

Veronica BULAT Universitatea de Stat din Moldova

Abstract

A successful company is considered to be the one that creates a brand of successful products, brands that relate to the consumer and build value in the long run. In order to develop successful brands, it is necessary for the organisation to include the subject of the brand in the strategic planning process, and only then we can talk about the presence of a brand policy at the enterprise level and the relationships that the brand evolves through marketing activities within the organisation. This paper contains the theoretical perceptions in the field of branding, its importance from the perspective of consumers and producers, as well as aspects of measuring its notoriety. Keywords: marketing, promotion policy, branding, brand.