Aktualne trendy w zarządzaniu marką w przedsiębiorstwach handlowych i usługowych
Current trends in brand management in the trade and service companies

Summary/Abstract: In the trade and service enterprises intangible assets related inter alia with brand image are particularly important. The brand management, which is aimed at increasing or maintaining the competitive position of companies, is crucial for their activities. In the paper the current trends in brand management in trade and service companies are presented. These trends include the implementation of the rebranding strategy, cooperation with external partners, the use of the star’s image and application of the new information technologies for the brand promotion

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