BRAND INFLUENCE ON NEW PRODUCT COMMERCIALIZATION PROCESS

Main Article Content

Marek Kruk


Keywords : brand, product launch, new product, adoption
Abstract
Brand management is a major challenge of the product managers. The paper presents the role of brand in the behavior of buyers, conditions of commercialization process and role of the brand in this process, indicating its importance. Brand is more and more important attribute in buying process. For that reason brand plays fundamental role in the commercialization of innovation. Therefore, company should look for some ways to effectively use brand in strategic and tactic activity. Helpful in this regard is the selection of the brand based on two dimensions: the type of innovation and market orientation.

Article Details

How to Cite
Kruk, M. (2013). BRAND INFLUENCE ON NEW PRODUCT COMMERCIALIZATION PROCESS. The Scientific Journal European Policies, Finance and Marketing, (10(59), 422–431. https://doi.org/10.22630/PEFIM.2013.10.59.94
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