Brand management
Ładowanie...
Data
2008
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wydawnictwo Politechniki Łódzkiej
Lodz University of Technology. Press
Lodz University of Technology. Press
Abstrakt
Nowadays, the problems of brand management, strategy, and promotion
are an extremely relevant issue. A strong brand constitutes a basic competitive
advantage and is one of the factors ensuring the success of a company. Brand
management has become an indispensable element of business activity, and the
brand itself - an effective marketing tool.
Formulating a brand strategy and selecting methods of its promotion
depend to a great degree on the type and size of the market on which a company
operates. An effective brand must reach consumers and be accepted by them.
The creation of a brand with a strong personality is the first step to success. The
next step is brand promotion with the use of all communication means such as
advertising, public relations, point-of-sale promotion, organization of brand
events, sponsoring, or promotion by company personnel. All of these elements
allow for establishing and conducting a dialogue with consumers by means of an
appropriately prepared process of communication.
Successful branding adds customer value and can provide protection from
price competition and pressures towards commoditization.
The purpose of this book is to introduce you to the theory and practice of
branding. This book aims to be concise, returning to and examining the core
foundations of branding. The book has necessarily been divided into a number of
chapters in order to provide some form of structure.
I owe special thanks to prof. dr hab. Tomasz Domanski and dr hab. Jacek
Otto, prof. PL, who revised this book.
Opis
Słowa kluczowe
zarządzanie marką, narzędzia marketingowe, strategia marki, aktywność biznesowa, promocja, zarządzanie produktem, brand management, marketing tool, brand strategy, business activity, promotion, product management
Cytowanie
Grębosz M., Brand management., Wydawnictwo Politechniki Łódzkiej, Łódź 2008, ISBN 978-83-7283-289-4.