New Trends in Brand Strategies

This article aims to highlight the fact that certain factors permanently influence brand success, such as technological, soci al and economic changes, which certainly entail the acceleration of innovation. Specialized studies claim that the nature of brands has changed and continues to evolve in time, while brands need to overcome the obstacles which appear in certain stages of their existence. Against this background, we will observe and analyse the elements which differentiate the brands which constantly compete, as well as those elements which ensure their stability. This study is based on the hypothesis that, if brands respec t certain general rules, their durability is guaranteed. However, the unique characteristics of products and their functional advantages represent those elements which differentiate them, correlated with the necessity of adapting the brand promise to the ever-changing needs of consumers.