Podrobný výpis o publikaci

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.