WSPÓŁPRACA W OBSZARZE ZARZĄDZANIA MARKĄ W KONTEKŚCIE GLOBALIZACJI
COOPERATION IN THE AREA OF BRAND MANAGEMENT IN CONTEXT OF GLOBALISATION

Summary/Abstract: The article presents the issues of cooperation between enterprises in the area of brand management, in globalization’s conditions, that today determine market development. In the paper, the division of possible forms of cooperation in the framework of brand management, in context of their expansion into international markets, with a particular focus on the European market, is proposed. Among different forms of cooperation, two main possibilities were distinguished: cooperation concerning common brand communication and co-branding strategy (at both levels: functional and symbolic).

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