Strategic aspects of brand management Cover Image

Strategiczne aspekty zarządzania marką
Strategic aspects of brand management

Author(s): Robert Lembrych-Furtak
Subject(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)

  • Issue Year: XLIX/2015
  • Issue No: 1
  • Page Range: 63-70
  • Page Count: 8
  • Language: Polish