BRAND ATTITUDE - BASE ELEMENT OF ORGANIZATIONS’

Abstract

This article aims to analyze communication problems, with an emphasis on the clarification of terms such as attitude and effective communication, from an economic perspective. Also, we want to analyze issues related to communication strategies regarding sponsorship activities, making a pass also towards the subject of externalities. Analysis covers, on the one hand, the manner in which the economic agents treat, at present time, the communication campaigns and, on the other hand, the manner in which the placement in the public mind and consumer choices is being made.

Keywords

• attitude
• brand
• communication strategies
• positioning
• sponsorship
• externalities