- Tytuł:
-
Pozycjonowanie marki na rynku globalnym - możliwości i ograniczenia
Brand positioning on global market - possibilities and confines - Autorzy:
- Szwajca, D.
- Powiązania:
- https://bibliotekanauki.pl/articles/399299.pdf
- Data publikacji:
- 2009
- Wydawca:
- Politechnika Białostocka. Oficyna Wydawnicza Politechniki Białostockiej
- Tematy:
-
pozycjonowanie marki
rynek globalny
brand positioning
global market - Opis:
- The paper describes problems related to the brand internationalisation and globalisation as one of the main marketing instruments used by a contemporary company. The brand is recognized not only as a product marking, but as a set of general associations and representations related to the product created and saved in the mind of customers. The process of creating the brand interpreted in such a way is referred to as market positioning. Building a strong international or global brand requires not only spending large sums of money but also choosing a positioning strategy that would take into account cultural, legal, economic and other differences, following the rule of “think globally, act locally”. By taking into account the above-mentioned determinants the researchers have assessed the suitability of particular brand positioning strategies in the global market and have pointed out their limitations and traps.
- Źródło:
-
Ekonomia i Zarządzanie; 2009, 1, 1; 44-59
2080-9646 - Pojawia się w:
- Ekonomia i Zarządzanie
- Dostawca treści:
- Biblioteka Nauki
Artykuł