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Michalski Eugeniusz (Koszalin University of Technology, Poland)
Enterprise branding strategies
Annals of Marketing Management & Economics, 2017, vol. 3, nr 1, s. 49-57, tab., wykr., bibliogr. 17 poz.
Budowanie świadomości marki, Strategia rynkowa, Kapitał marki, Konkurencyjność
Branding, Market strategy, Brand capital, Competitiveness
JEL Classification: M31
Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.(original abstract)
Full text
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