Marka w komunikacji marketingowej
A brand in marketing communication

Summary/Abstract: Looking at products’ or services’s brands by their participation in marketing communication, you should see a differentiation of ways of brand’s communication in market. Although complication of this process, on the base of field research, the author affirms that you can mention a few basic brand’s communication strategies: independent brand strategy, brands’ architecture strategy, brands’ cooperation strategy, brand’s/brands’ and brand’s assistance elements strategy and also no brand strategy. Two brands’ communication strategies: brand’s cooperation strategy and brand’s assistance elements strategy need a participation of outside institutions or persons which allow them to use their brands and image in promotional activities.

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