BRAND IDENTITY MANAGEMENT IN FOOD COMPANIES

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Published:
Dec 28, 2013
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No. 10(59) (2013)
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Hanna Górska-Warsewicz
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie, Katedra Organizacji i Ekonomiki Konsumpcji

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.78
Keywords : brand, brand identity, management of brand identity, brand architecture, brand identifiers
Abstract
Variable conditions of market surroundings extort the necessity of suitable decisions in the range of brand identity management. The identity of marks can be defined as vision and style of brand perception by consumer. The aim of present study was to present the obligatory and optional areas of brand identity management in food companies with the specification related detailed management decisions. The range of this study includes: brand architecture management, management of brand identifiers, strategies of products and brand development, brand gaining and alliances as well as brand enriching in immaterial and symbolic elements.

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How to Cite
Górska-Warsewicz, H. (2013). BRAND IDENTITY MANAGEMENT IN FOOD COMPANIES. The Scientific Journal European Policies, Finance and Marketing, (10(59), 239–255. https://doi.org/10.22630/PEFIM.2013.10.59.78
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