Concept of Brand Building

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Concept of Brand Building

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Concept of Brand Building

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Citem 2011 Conference Proceedings

ISBN

978-80-7394-366-0

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

50-61

Název nakladatele

Faculty of Economics, University of South Bohemia in České Budějovice

Místo vydání

České Budějovice

Místo konání akce

Tábor

Datum konání akce

7. 12. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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