- Autor
- Michalski Eugeniusz (Koszalin University of Technology, Poland)
- Tytuł
- Enterprise branding strategies
- Źródło
- Annals of Marketing Management & Economics, 2017, vol. 3, nr 1, s. 49-57, tab., wykr., bibliogr. 17 poz.
- Słowa kluczowe
- Budowanie świadomości marki, Strategia rynkowa, Kapitał marki, Konkurencyjność
Branding, Market strategy, Brand capital, Competitiveness - Uwagi
- JEL Classification: M31
summ. - Abstrakt
- 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)
- Pełny tekst
- Pokaż
- Bibliografia
-
- Cateora P.R., Gilly M.C., Graham J.L., 2011. International Marketing, McGraw-Hill, New York.
- Griffin R.W., Ebert R.J., Starke F.A., Lang M.D., 2011. Business, Pearson, Toronto.
- Jones G.R., George J.M., 2008. Contemporary Management, McGraw-Hill, Toronto.
- Kotler P., Keller K.L., 2011. Marketing Management, Prentice Hall, Boston.
- Malhotra N.K., 2009. Marketing Research, Pearson, New Jersey.
- Michalski E., 2012. Marketing (Marketing) [in Polish], PWN, Warszawa.
- Michalski E., 2016. Zarządzanie przedsiĊbiorstwem (Enterprise management) [in Polish],PWN, Warszawa.
- Stiglitz J.E., 2002. Globalizations and Its Discontents, W.W. Norton, New York.
- WWW 1, retrieved from https://en.wikipedia.org/wiki/Brand [accessed: 28.02.2017].
- WWW 2, retrieved from https://www.entrepreneur.com/article/77408 [accessed: 28.02.2017].
- WWW 3, retrieved from https://hbr.org/2010/09/gillettes-strange-history-with [accessed: 28.02.2017].
- WWW 4, retrieved from https://en.wikipedia.org/wiki/BMW [accessed: 28.02.2017].
- WWW 5, retrieved from https://pl.wikipedia.org/wiki/Chevrolet_Corvette [accessed: 28.02.2017].
- WWW 6, retrieved from https://www.google.pl/#q=honda&* [accessed: 28.02.2017].
- WWW 7, retrieved from https://www.entrepreneur.com/article/288639 [accessed: 28.02.2017].
- WWW 8, retrieved from http://www.forbes.com/powerful-brands/list/#tab:rank [accessed: 28.02.2017].
- WWW 9, retrieved from http://www.beiersdorf.com/brands/brand-history/nivea [accessed:28.02.2017].
- Cytowane przez
- ISSN
- 2449-7479
- Język
- eng
