Professional brand building as a challenge for the Polish furniture industry
Journal Title: Annals of WULS, Forestry and Wood Technology; Zeszyty naukowe SGGW - Year 2015, Vol 89, Issue
Abstract
Professional brand building as a challenge for the Polish furniture industry. Professional brand building should nowadays already be a standard for enterprises operating in the furniture industry. However, although the Polish furniture sector is ranked among the top furniture export leaders in the world, we still lack a common brand of Polish furniture, neither do we have any strong brands operating within the industry. The purpose of the article has therefore been to assess the current status of brand building strategies to this extent, as well as to specify the role and gist of a brand in communicating with marketing environment of a firm. In these days, a factor determining gaining a competitive advantage lies in the processes of creating a notable value for a customer. Hence the brand, trust and suitable marketing communications channels have played an increasingly important role in making a buying decision.
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Izabela Podobas
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