A strong brand as a way to successful business
Journal Title: Ринкова економіка: сучасна теорія і практика управління - Year 2015, Vol 2, Issue 1
Abstract
This paper serves to point out the importance of building strong brands and to clarify some definitions related to brand, brand identity and equity. Also, to give some examples of cultural differences and emphasise the importance of them for a brand building process, in order to prevent making mistakes and increase brand’s performance on a global arena.
Authors and Affiliations
O. Korets
Keywords
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