Marca

"Semn susceptibil de reprezentare grafica, servind la deosebirea produselor sau a serviciilor unei persoane fizice sau juridice de cele apartinand altor persoane" (Legea 84/1998, art. 3a); semn distinctiv si notoriu atribuit de un fabricant sau un distribuitor unui/mai multor articole/linii/game de produse si servicii din portofoliu, destinate comercializarii pe piata (inlesneste identificarea rapida a ofertei firmei si o diferentiaza de ofertele concurente). Elementele unei marci includ:

- un nume de marca - un semn verbal (termen uzual, arbitrar sau fantezist), un nume patronimic, un nume geografic, un nume istoric, un neologism, un slogan sau o sigla, o combinatie de cifre si litere, un pseudonim s.a.;

- elemente grafice/grafismul numelui  - logotip, eticheta, desen, combinatie de culori (nuante, dispunere specifice), forme (forma produsului, forma ambalajului), o monograma etc.;

- elemente figurative (simbol, vinieta, holograma, sigiliu), sonore (tema muzicala, jingle, semnal sonor - spre exemplu, ragetul leului de la Metro Goldwyn Mayer), olfactive (o aroma/un parfum specific) sau complexe (combinatie inre doua sau mai multe semne initiale).

Potrivit legislatiei marcilor, aceste elemente formeaza obiectul unui drept de folosinta exclusiv, pentru o perioada de timp nelimitata, in conditiile legii. In conditiile actualei piete concurentiale, marcarea este indispensabila pentru identificarea originii - la majoritatea produselor. Marca ofera garantia calitatii si functionalitatii produsului (pe care il personalizeaza), faciliteaza recunoasterea rapida, dezvolta un sentiment favorabil de incredere si securitate din partea clientilor - prin reducerea riscurilor la achizitionarea si consumul/utilizarea sa. V. marca inregistrata.

Alti termeni

Macro-environment Macromarketing Macromodel Macrosegmentation Mail Order House Mail Order Selling Mail Order Wholesalers Mail Surveys Mailing Maintenance Marketing Maintenance Selling Maintenance Strategy Major Equipment Majority Fallacy Make-Good Mall Mall Intercept Management by Objectives Managerial Judgement Manchester Man Manipulative Selling Techniques Manufacturer's Brand Manufacturers' Agent Marca Marca de comert Marca de fabrica Marca distribuitorului Marca dubla Marca generica Marca inregistrata Marca umbrela Marcare Marginal Analysis Marginal Cost Marginal Profit Marginal Revenue Marital Status Mark-Down Mark-Down Ratio Mark-Up Mark-Up Ratio Market Market Attractiveness Market Broadening Market Challenger Market Development Market Diversification Market Driven Economy Market Dynamics Market Entry Market Entry Barrier Market Expansion Market Factor Market Follower Market Forecast Market Growth Rate Market Index Market Leader Market Minimum Market Niche Market Opportunity Market Opportunity Evaluation Market Penetration Market Penetration Pricing Market Positioning Market Potential Market Research Market Segment Market Segment Expansion Strategy Market Segmentation Market Segmentation Organisation Market Share Market Share Protection Strategy Market Skimming Pricing Market Testing Market-Based Marketing Organisation Marketing Marketing Advantage Marketing Audit Marketing Budget Marketing Channels Marketing Communications Marketing Concept Marketing Consultants Marketing Control Marketing Controller Marketing Cost Analysis Marketing Database Marketing de nisa Marketing Department Marketing Department Marketing Marketing diferentiat Marketing direct Marketing Environment Marketing Era Marketing Ethics Marketing Expense-To-Sales Ratio Marketing Implementation Marketing Intelligence Marketing Intermediaries Marketing Management Marketing Models Marketing nediferentiat Marketing Objectives Marketing Opportunities Marketing Opportunity Analysis Marketing Organisation Marketing Plan Marketing Planning Process Marketing politic Marketing prin Internet Marketing Program Marketing Research Marketing Research Brief Marketing Research Objectives Marketing Research-To-Sales Ratio Marketing Services Marketing Services Agencies Marketing Strategy Marketing Synergy Marketing-mix Marketing-Oriented Company Maslow's Hierarchy of Needs Maslow's Theory of Motivation Mass Marketing Mass Media Advertising Masthead Material Management Materials Handling Mecenat Media Media Agency Media Dependent Media Independent Media Plan Media planner Media planning Media selection Media Vehicle Merchandising Mercurial MicroSites Mix de comunicare sau promotional Mostra comerciala Multichotomous Question Multidimensional Scaling Multiform Corporations Multilevel In-Depth Selling Multilevel Marketing Multimodal Transportation Multinational Corporation Multiple Channel System Multiple Exchanges Multiple Marketing Channels Multiple Niching Multiple Packaging Multiple Publics Multiple Segmentation Approach Multiple Sourcing Multiple Unit Pricing Mummy Dust
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