Kreowanie marki a strategia i konkurencyjność firm rodzinnych
Branding and Strategy and Competitiveness of Family Businesses

Summary/Abstract: The article presents the problems connected with the company’s brand family associated with the perception of family as an element of competitive strategy entity. It highlights the benefits that can derive an entity with a well-known brand. The last part of the article covers how attempts to assess how the brand identified with the owner’s name affects the competitiveness of the market.

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