PROMOTION OF THE BRAND POLICY OF THE ECONOMIC ENTITY CONSIDERING ITS ECONOMIC-FINANCIAL SITUATION
Veronica BULAT, Emilia GOGU* Moldova State University *Bucharest University of Economic Studies
Abstract
Studying the brand policy of any entity is a primary step in the development of the activity, the more the brand becomes known, the more the number of consumers increases. The brand policy implemented by any company aims to make the brand recognizable among customers, based on the availability of financial resources. The purpose of this article resides in the research of the brand policy implemented by Magdalena Woodbag products, based on the economic-financial situation of the BM Public company. The results of this paper, expressed graphically, schematically, and tabularly, constitute a case study of a brand policy, the legal aspect of their implementation, the role and importance, as well as strategic aspects regarding their use, taking into account the economic-financial situation of the company. The conclusions of the study are aimed at designing a brand policy that could be used by the entity to increase brand awareness.
Keywords: marketing strategy, financial indicators, brand policy, innovation product, promotion policy, branding, market niche.
