Detailed Information on Publication Record
2017
Important Steps of Managing the Strong Brand Identity
BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁBasic information
Original name
Important Steps of Managing the Strong Brand Identity
Authors
BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution)
Edition
Karviná, Proceedings of 10th International Scientific Conference "Karviná Ph.D. Conference on Business and Economics, p. 13-30, 17 pp. 2017
Publisher
OPF Karviná
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50204 Business and management
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
electronic version available online
RIV identification code
RIV/47813059:19520/17:00010905
Organization unit
School of Business Administration in Karvina
ISBN
978-80-7510-265-2
Keywords in English
Brand Values; Segmentation; Targeting; Positioning
Změněno: 7/2/2020 10:57, RNDr. Daniel Jakubík
Abstract
V originále
Brands frequently provide the essential points of differentiation among competitive offerings, because they may help customers to connect all the factors of the product or company. Thus, when the customers purchase the products, they will consider the brand first, because it indirectly leads them to associate the products with the quality, functions, and the design. Brand-building effort has to be in accordance with organizational processes that help to deliver the values to customers. It follows that is so important for the company to have a document that will be engaged as a lead to building and managing its own brand. That is why the aim of this paper is to create a several-step guide to notify how brands can be built and managed in today's marketing communications environment. The core is to identify significant components of the brand identity and to distinguish fundamental elements of building the strong brand identity over the STP process. For achieving this aim the literature review as a method will be used.