In a society where progress brings a high degree of unpredictability it is difficult to create a persistent stability. Behavioural changes of individuals and social groups lead to a continuous flow of alterations at the level of all social areas. Economy, culture, education are characterized by this strong dynamics bringing the social “keep-up” process. For instance, in economy, the main entities of the capital market- corporations and companies are directed to such keep-up process in order to classify themselves within the perimeters established by the consumer society. Ways through which such economic actors keep up with changes focus especially on originality and innovation.

“Brand” strategy, which is one of the most innovative techniques through which an organization distinguishes itself both among the consumer market and within the competitive market. This concept is closely related to the idea of ​​ brand and involves a high degree of attention to be given to the customer positioning in the centre of actions undertaken and constant loyalty. Major interest of a brand is to create such “customized solutions” type approach, based on providing services that should perfectly meet the needs of the target public.