Tożsamość marek należących do sieci detalicznych

• Autorzy: Jacek Kall

Warianty tytułu

Identity of Brands Belonging to Retail Trade Networks.

• Języki publikacji: PL

Abstrakty

Przedmiotem pracy jest tożsamość marki, która, zdaniem autora, ma znaczący wpływ na budowanie silnej marki. Zanalizowano cykl życia marki, przedstawiono modelowo tożsamość w procesie wprowadzania nowej marki na rynek, a następnie dokonano szczegółowej analizy składników tożsamości, takich jak: misja, system wartości reprezentowanych przez markę i jej identyfikatory. Przedstawiono sieć detaliczną w perspektywie tożsamości jej marki oraz identyfikatory i siłę rynkową marek należących do sieci detalicznych. Ma koniec dokonano analizy relacji marek handlowych z marką sieci detalicznej w obszarze tożsamości marek, komunikacji marketingowej oraz w zakresie wykorzystania elementów wsparcia marki.

EN

The paper's subject is the identity of a brand, which has a significant impact on building a strong brand. The article consists of the analysis on the brand life cycle. The author has presented the identity in the process of introducing a new brand on the market as well as analyzed in detail such elements as mission, value system represented by brand and its ID. The author also has presented a retail trade network in the perspective of its brand identity as well as ID and a market power of brands belonging to retail trade networks. At the end, there is an analysis of relations between trade brands and brands of retail trade network in the area of brands identity, marketing communication and using elements of supporting brand. (AŁ)

Słowa kluczowe

PL

Marka przedsiębiorstwa; Marka produktu; Pozycjonowanie marki; Strategia marketingowa; Sieci handlowe; Modelowanie procesów gospodarczych; Przegląd literatury

EN

Enterprise's brand; Product brand; Brand positioning; Marketing strategy; Chain stores; Economic process modeling; Literature review

• Czasopismo: Prace Habilitacyjne / Akademia Ekonomiczna w Poznaniu
• Rocznik: 2005
• Numer: nr 19
• Strony: 370

Twórcy

autor

Jacek Kall

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