BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
Author(s): Jozef Matúš, Jana Galera MatúšováSubject(s): Media studies, Energy and Environmental Studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; brand; brand building; communication; competitive environment; market; strategy;
Summary/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.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 46-52
- Page Count: 7
- Language: English
