THE SPECIFICITY OF BRAND MANAGEMENT IN THE CONTEXT OF BUILDING A COMPANY'S COMPETITIVE POSITION

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Published:
Dec 28, 2013
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No. 10(59) (2013)
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Agnieszka Szymankowska
Państwowa Wyższa Szkoła Zawodowa w Koninie

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.120
Keywords : strong brand, management, company, competitive position, customers, market
Abstract
The purpose of this paper is to discuss the principles resulting from the process of brand management. The issue of brand management has been analyzed in the context of building a company's competitive position in the market in which it operates on the basis of the available literature in this area of the object. The considerations have been made by analyzing the determinants of a strong brand and individual marketing activities resulting from the companies use of marketing mix elements. The whole thing is an attempt to show the role of the various activities involved in the process of brand management in the acquisition and consolidation of the company position in the market in which it operates and competes with others to meet the needs of customers, aiming to raise the same group of people loyal to the one created brand.

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How to Cite
Szymankowska, A. (2013). THE SPECIFICITY OF BRAND MANAGEMENT IN THE CONTEXT OF BUILDING A COMPANY’S COMPETITIVE POSITION. The Scientific Journal European Policies, Finance and Marketing, (10(59), 694–704. https://doi.org/10.22630/PEFIM.2013.10.59.120
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