Building a Strong Brand to Support Company Competitiveness

• Autorzy: Miloslava Chovancova

Warianty tytułu

Budowanie silnej marki wsparciem konkurencyjności firmy

• Języki publikacji: EN

Abstrakty

EN

The objective of this paper is to give a view on the traditional concept of brand equity, and customer based brand equity framework, as well as, their theoretical background, to support the strong brand by providing the marketing implications and suggestions in the process of brand strategy development; to build the strong brand is a key element of profitable businesses with long-term sustainability. There are pointed the marketing strategies of strong brands. Additionally, marketing strategy for high competitive markets and consumers' behavior, with the special focus to the brands of Czech origins and their problems in the markets. (original abstract)

Celem niniejszego opracowania jest przedstawienie poglądów na tradycyjną koncepcję kapitału marki i wartość marki na bazie klientów, ich podstawy teoretyczne, które wspierają silną markę, poprzez konsekwencje marketingowe i sugestie w procesie rozwoju strategii marki. Budowanie silnej marki jest kluczowym elementem rentownych firm o długoterminowej stabilności. Prezentowane są strategie marketingowe silnych marek. Dodatkowo prezentowane są strategie marketingowe charakterystyczne dla wysokiej konkurencyjności rynków i zachowań konsumentów, ze szczególnym uwzględnieniem marek czeskich i ich problemów na rynkach. (abstrakt oryginalny)

Słowa kluczowe

EN

Brand; Brand capital; Brand value; Enterprise competitiveness; Customer loyalty

PL

Marka; Kapitał marki; Wartość marki; Konkurencyjność przedsiębiorstwa; Lojalność klientów

• Czasopismo: Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie
• Rocznik: 2011
• Numer: nr 1
• Strony: 29--38

Twórcy

autor

Miloslava Chovancova

• Tomas Bata University in Zlín, Czech Republic; Wyższa Szkoła Humanitas w Sosnowcu, Poland

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