Съвременни подходи при изграждане на отличимост на международна потребителска марка с висока добавена стойност
Contemporary Approaches to Building the Distinction of an International Consumer Brand with High Added Value

Author(s): Yavor Karagyozov
Subject(s): Economy, Supranational / Global Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: positioning; brand; premium brands; distinction
Summary/Abstract: This report examines the various aspects of international brand communication with an emphasis on the significant distinctition of international brands. Contextual relevance is also explored, including definition, category entry points and their relationship to generating growth. The research paper aims to explore and highlight the concepts of brand building and differentiation. The development of an international consumer brand with high added value is a challenge for any business aiming for the global market. To be successful, the brand must be distinctive, meaningful and relevant to the context while ensuring a constant flow of new and satisfied customers.

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