Brand positioning of a Slovak company
Brand positioning of a Slovak company
Author(s): Zuzana Jakubčová, Bohuslava Mihalčová, Michal PružinskýSubject(s): Economy
Published by: Ekonomski fakultet Sveučilišta u Splitu
Keywords: brand positioning; fashion industry; competitiveness; Slovakia
Summary/Abstract: In this paper, authors examined the aspects of the current positioning of the company Makyta, compared with seven selected companies. Positioning represents how the brand awareness is located in the mind of customers and competitors. Selected companies are analyzed as company's competitors within the analyzed product portfolio. The brand positioning is discussed within the regional market of Žilina County.
Journal: Management - Journal of Contemporary Management Issues
- Issue Year: 19/2014
- Issue No: 2
- Page Range: 197-204
- Page Count: 8
- Language: English