Strategiczne aspekty zarządzania marką
Strategic aspects of brand management
Author(s): Robert Lembrych-FurtakSubject(s): Economy, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: brand management; branding; brand strategy
Summary/Abstract: This article discusses strategic aspects of brand management. Attention has been focused on the presentation of several models that may be helpful in the process of branding (e.g. the Brand Foundations and a brand positioning model by Corporate Profiles Consulting, the tone of voice)
Journal: Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia
- Issue Year: XLIX/2015
- Issue No: 1
- Page Range: 63-70
- Page Count: 8
- Language: Polish