Concept of Brand Building
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F12%3A43884802" target="_blank" >RIV/60076658:12510/12:43884802 - isvavai.cz</a>
Result on the web
<a href="http://www.citem.info/previous-conferences/citem-2011" target="_blank" >http://www.citem.info/previous-conferences/citem-2011</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Concept of Brand Building
Original language description
A brand is a valuable strategic resource that can create a sustainable competitive advantage if managed properly. For a company, brand is a strong asset. Building such a brand is not a question of an ad hoc decision. At the beginning it is crucial to decide, if it is worth to even try to build one. Other main considerations are the sponsor of the brand, its concrete name and strategy. Some authors also introduce brand positioning as an important step in the brand building process. Brand-building processis often described as a number of sequential stages. But it is necessary to state, that some activities and decision makings are to be made continuously, some concurrently and some at any time during the process. The aim of this paper is to review the available literature and journals to build a simple model, which would have a potential to help entrepreneurs to establish their brand as a tool of competitiveness.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Citem 2011 Conference Proceedings
ISBN
978-80-7394-366-0
ISSN
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e-ISSN
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Number of pages
11
Pages from-to
50-61
Publisher name
Faculty of Economics, University of South Bohemia in České Budějovice
Place of publication
České Budějovice
Event location
Tábor
Event date
Dec 7, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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