BUILDING A STRONG BRAND TO SUPPORT COMPANY COMPETITIVENESS
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2011, Vol 12, Issue 1
Abstract
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.
Authors and Affiliations
Miloslava Chovancová
Keywords
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