Abstract: | Building a genuine brand is a growing challenge on a competitive market. The modern consumer has become an elitist one, being more interested in the quality of the products they consume and appreciating the personalized brand communication. Loyalty often occurs when the consumer’s experience following the interaction with the brand is a memorable one, both in the traditional environment and in the digital environment. Starting from a review of the elements that contribute to the construction of a brand (story, name, logo, tagline), we propose to present the ways in which a name with an existence of over 100 years has become known on the international market and has constantly tried to differentiate itself, taking into account the consumption preferences and trends. |
