Research into partial problems in building brand image in selected small and medium-sized enterprises of chemical industry in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F20%3A39916072" target="_blank" >RIV/00216275:25310/20:39916072 - isvavai.cz</a>
Result on the web
<a href="https://digilib.uhk.cz/bitstream/handle/20.500.12603/235/Jel%C3%ADnkov%C3%A1,%20Munzarov%C3%A1.pdf?sequence=1" target="_blank" >https://digilib.uhk.cz/bitstream/handle/20.500.12603/235/Jel%C3%ADnkov%C3%A1,%20Munzarov%C3%A1.pdf?sequence=1</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.36689/uhk/hed/2020-01-035" target="_blank" >10.36689/uhk/hed/2020-01-035</a>
Alternative languages
Result language
angličtina
Original language name
Research into partial problems in building brand image in selected small and medium-sized enterprises of chemical industry in the Czech Republic
Original language description
While the importance of brands in the current B2C and B2B markets continues to grow, the issue of brand management and brand image building in small and medium-sized enterprises has not been consistently mapped. These types of businesses are faced with specific problems in their efforts to promote their brands, which need to be better understood and analysed. The primary qualitative research was carried out in the form of in-depth structured interviews with managers of three lines of business dealing with the processing and production of chemical products within three different Czech companies. The aim of the research was to analyse the current situation in selected companies in terms of creating and using brands, perception of the value and importance of brands as well as ways of creating the desired brand positioning and image. The research has made it possible to identify several general problem areas in brand management, the solution of which would probably make it possible to improve the brand image, both in the enterprises under review and in similar small and medium-sized enterprises.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Hradec Economic Days. Vol. 10. Part 1
ISBN
978-80-7435-776-3
ISSN
2464-6059
e-ISSN
2464-6067
Number of pages
9
Pages from-to
304-312
Publisher name
Univerzita Hradec Králové
Place of publication
Hradec Králové
Event location
Hradec Králové
Event date
Apr 2, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000568108700033