SLOVAK LOVEBRAND AND ITS MARKETING STRATEGIES
SLOVAK LOVEBRAND AND ITS MARKETING STRATEGIES
Author(s): Alena Kusá, Zuzana ZázikováSubject(s): Social Sciences, Economy, National Economy, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; identity of brand; lovebrand; lovemark; strategy; tulibag;
Summary/Abstract: Particular chapters of the paper deal with such terms as a brand, a lovebrand or a lovemark. We are going to focus on specific models how to build a worldwide brand, which represents a complex procedure with detailed planning and strategic steps. Nowadays people are becoming sensitive to mistakes and flaws. Therefore businesses have to be really careful when opting for a specific policy. An international advertising agency has launched a model of a lovemark which we are going to describe in more detail. Finally we are going to introduce a Slovak brand with its unique product representing a lovebrand.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 171-177
- Page Count: 7
- Language: English