Znaczenie marki dla rozwoju biznesów rodzinnych
Meaning of Trademarks for Family Businesses Development

Summary/Abstract: The article raises issues related to the importance of intangible assets for the success and increasing the value of family businesses. The analysis shows that family companies actively combine conventional model of entrepreneurship with challenges of modernity. On the one hand investing in the main brand image, the quintessence of familism, on the other hand with creating new trade marks for product and service innovations, part of which is transformed, after some time, into a brand coexisting next to this, symbolizing the family business.

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