Important Steps of Managing the Strong Brand Identity

@inproceedings{35940,
   author = {Braciníková, Veronika and Matušínská, Kateřina},
   address = {Karviná},
   booktitle = {Proceedings of 10th International Scientific Conference "Karviná Ph.D. Conference on Business and Economics},
   keywords = {Brand Values; Segmentation; Targeting; Positioning},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Karviná},
   isbn = {978-80-7510-265-2},
   pages = {13-30},
   publisher = {OPF Karviná},
   title = {Important Steps of Managing the Strong Brand Identity},
   year = {2017}
}

TY  - JOUR
ID  - 35940
AU  - Braciníková, Veronika - Matušínská, Kateřina
PY  - 2017
TI  - Important Steps of Managing the Strong Brand Identity
PB  - OPF Karviná
CY  - Karviná
SN  - 9788075102652
KW  - Brand Values
KW  - Segmentation
KW  - Targeting
KW  - Positioning
N2  - 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.
ER  - 

BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Important Steps of Managing the Strong Brand Identity. Online. In \textit{Proceedings of 10th International Scientific Conference ''Karviná Ph.D. Conference on Business and Economics}. Karviná: OPF Karviná, 2017, p.~13-30, 17 pp. ISBN~978-80-7510-265-2.