Istota i miejsce marki we współczesnym marketingu
Nature and place of brand in modern marketing

Summary/Abstract: The article presents the importance and the role they play in marketing the brand through the prism of contemporary Polish consumer behavior. Pointed out the reasons for selection of branded products and the benefits of having a well-known brand by the manufacturer. Also raised the problem of introducing the hypermarket’s own brand products and their impact on customer loyalty for brands.

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