Branding of Polish furniture brands and their competitive position
Journal Title: Annals of WULS, Forestry and Wood Technology; Zeszyty naukowe SGGW - Year 2017, Vol 97, Issue
Abstract
Branding of Polish furniture brands and their competitive position. The article concerns the subject of branding activities of Polish furniture brands. There has been clarified the concept of branding and description of tools used by brands so that consumers remember them permanently. There has been presented the results of tests, which were carried out with the use of an online questionnaire survey, on a group of 150 people. 10 Polish furniture manufacturers, from different segments, were taken into consideration. Respondents provided information on their knowledge about given entities and the effectiveness of specific branding tools. Furniture buyers most frequently use catalogues and corporate websites in search of information. As the results of the survey show, numerous official stores and intense advertising, both in the urban space and the media, have the greatest impact on brand recognition.
Authors and Affiliations
Milena Tyrc, Izabela Niziałek
Keywords
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