BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
The paper deals with the brands from the perspective of their market launch. Using a concrete example of a new Czech brand, the paper describes its launching strategy, from defining brand attributes, through proposal of the target group up to the sole communication strategy. At the same time, is provides an analytical view on the knowledge of the examined brand after the implementation of the selected strategy.
Authors and Affiliations
Jana Galera Matúšová, Jozef Matúš
Keywords
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