Brand management

• Autorzy: Prajova V. , Rybansky R.
• Języki publikacji: EN

Abstrakty

EN

From historical perspective, brand appeared in the 19th century. Its emergence is associated with the development of packaged products. Industrialization shifted the production of large quantities of household products from smaller local companies to centralized factories. The factories producing products of mass production were trying to expand the sales of their products to people who had previously purchased only the products from smaller local companies. The manufacturers of packaged goods from large factories had to convince the market about the quality of their products. We do live in a branded world. There is no doubt about it. We all make produce decisions every day. We probably all have certain types of products of which we like only one or two brands, while we buy other things based on what is on sale on a given day. This inclination to buy branded products is rooted in two basic things: recollection and satisfaction. We remember which one we like by brand name. The concept of branding is so powerful that we now extend it to human beings as well. Have you heard people talk yet about the idea of the Brand Called You? That’s right: People are now thinking that you had better become the brand manager of you, and soon. Say what? This brand thing is getting very close to home.

Słowa kluczowe

EN

brand; name; segmentation; identity; process; quality; history; definition; brand role; consumer; terminology; brand name; valuation process; brand perception; survival

• Wydawca: -
• Czasopismo: Intercathedra
• Rocznik: 2010
• Tom: 26
• Opis fizyczny: p.112-116,ref.

Twórcy

autor

Prajova V.

• Institute of Industrial Engineering, Management and Quality, Faculty of Materials Science and Technology, Slovak University of Technology, Paulinska 16, 917 24 Trnava, Slovakia

autor

Rybansky R.

Bibliografia

• 1. Blythe J. (2000): Marketing communications, Personal Education Limited, ISBN 0-273-63960-9, England.
• 2. Clifton R. & Simmons J. (2003): Brands and brandings, The economist in association with profile books LTD, ISBN 1 86197 664X, London
• 3. Molnarova D. & Jedlicka, M. (2007): Building and management of brands in a competitive environment, In : New trends in marketing management aimed at increasing the competitiveness of the enterprise, ISBN 978-80.969827-1-4, Trnava, VIVAEDUCA
• 4. Salgovicova J. (2005): Marketing in quality management, ISBN 80-227-2288-X, STU Bratislava, Bratislava
• 5. Nicolino F. P. (2001): Brand management, Alpha books, ISBN 0-7865-4477-5, USA