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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 brandsdoi:10.1016/j.sbspro.2013.06.427 fatcat:ihyjmeqn3rdmle6l2tngrqyzz4