- Tytuł:
- Brand As A Source Of Value For Its Buyer And Owner
- Autorzy:
-
Taranko, Teresa
Chmielewski, Krzysztof J. - Powiązania:
- https://bibliotekanauki.pl/articles/417378.pdf
- Data publikacji:
- 2014-12-15
- Wydawca:
- Akademia Leona Koźmińskiego w Warszawie
- Tematy:
-
brand
brand equity
brand building - Opis:
- Purpose: This article deals with the creation of the brand and what kind of value it creates for the owner and the customer. Methodology: The article describes an insight on how to create strong brands, why many companies that based their success on a product now decide to create a branded product and how a brand adds value to both the owner of the brand as well as the customer. Findings: The article presents that brands create value for the customers as well as the company or brand owner. Furthermore, the article deals with the creation of strong brands and the underlying factors. Originality/value: This article helps to advance brand marketing theory as well as offers valuable implications and recommendations for practitioners, brand and marketing managers.
- Źródło:
-
Management and Business Administration. Central Europe; 2014, 22, 4; 133-143
2084-3356 - Pojawia się w:
- Management and Business Administration. Central Europe
- Dostawca treści:
- Biblioteka Nauki
Artykuł