Innovative methods of brand creation on the market and their effectiveness
Innovative methods of brand creation on the market and their effectiveness

Summary/Abstract: Methods of creating a brand on the market have been subject to change as technology is developing and consumer needs are growing. The paper will show selected aspects related to the innovative methods of brand presentation on the market for the purposes of enhancing sales effectiveness. It will present brands applying customization, AR and avatars in order to increase the effectiveness of remembering the product and simulate consumers’ activity. The paper will be enriched with the analysis of innovative methods of creating brands such as Nike and Paradyż as well as with the evaluation of their effectiveness.

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