Creating and managing global brand architecture.

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509682" target="_blank" >RIV/70883521:28120/10:63509682 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Creating and managing global brand architecture.

Popis výsledku v původním jazyce

The global market place has become more and more dynamic and multinational companies are constantly faced with the challenge of managing the various brands in their portfolio. Depending on the nature of a company and the size of its product range, appropriate structures can be put in place to gain a favorable position in the target market. The aim of this paper is to find ways of creating and managing brand architecture across international markets. The paper suggests ways on how firms can develop a workable brand architecture that will facilitate its operations in the global market place. Analyses are made with secondary data from various sources to permit informed decision making and consequently facilitate the development of strategies for buildingbrand architecture. From the analysis, it is seen that, there is no single strategy that can be used in creating and managing brand architecture. The findings from this paper will help managers to understand the intricacies involved in br

Název v anglickém jazyce

Creating and managing global brand architecture.

Popis výsledku anglicky

The global market place has become more and more dynamic and multinational companies are constantly faced with the challenge of managing the various brands in their portfolio. Depending on the nature of a company and the size of its product range, appropriate structures can be put in place to gain a favorable position in the target market. The aim of this paper is to find ways of creating and managing brand architecture across international markets. The paper suggests ways on how firms can develop a workable brand architecture that will facilitate its operations in the global market place. Analyses are made with secondary data from various sources to permit informed decision making and consequently facilitate the development of strategies for buildingbrand architecture. From the analysis, it is seen that, there is no single strategy that can be used in creating and managing brand architecture. The findings from this paper will help managers to understand the intricacies involved in br

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2010

Kód důvěrnosti údajů

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

Název statě ve sborníku

New Economic Challenges : 2nd International PhD Students Conference Part II

ISBN

978-80-210-5111-9

ISSN

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e-ISSN

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Počet stran výsledku

5

Strana od-do

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Název nakladatele

Masarykova univerzita v Brně

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

1. 1. 2010

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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