The Character of Brands Positioning Messages of Selected Innovative Companies
The Character of Brands Positioning Messages of Selected Innovative Companies

Summary/Abstract: The aim of this article is to present the character of the brands positioning messages as well as the possibilities of using the marketing communication tools in different stages of lifecycle of innovative brand. The study is based on literature studies and international cases studies - carried out in chosen innovative companies in 2016 in France and Poland. The analysed brands were the companies brands. The analyses show that the character of executed communication strategy has changed in different stages of life cycle of innovative brand. In the launching and consolidation stages, companies emphasize especially the products physical characteristics, while during the acceptance and culmination stages, the intangible brand values are crucial.

• Details
• Contents