Interdisciplinary Model of a Brand in a Competitive Environment

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A company’s brand is an aggregate of many aspects and a key business asset which can be significantly influenced from the interdisciplinary perspective. A single symbol / sign incorporates the total value of the brand which represents an important competitive tool as well as the brand’s ability to cope with changes in the environment. Based on findings from the theory and with the help of an experimental investigation, a coherent model was put together which interconnects the unique chain of brand relationships and expresses the brand development from its beginning up to the top level, i.e. a brand with a unique identification. Brand is influenced not only by the quality of the basic brand setting, e.g. individual component of the level of the state, but also performance of the brand in time, e.g. individual components of the dynamical level. Then the result of specific actions influences also the primary setting. The basic presumption of effective brand management it thus based not only on continuous following of changes in the framework of the subsystem, but also on fundamental interconnections between individual subsystems. This paper has an interdisciplinary character and through the brand model it presents ways to create a strong brand which has a unique distinctive character in the perception process, which can be identified not only by the target group of consumers, but also by its competitors, and the awareness of which exceeds the outlined segment throughout the market. … full description

Bibliographic Details

Main Author

Jana Burešová

Other Authors

Jaromír Štůsek

Document Type

Articles

Physical Description

4 ilustrace

Published in

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 65, č. 5 (2017), s. 1663-1669

Subjects

Companies

MANAGEMENT BY OBJECTIVES

TRADE MARKS

SALES PROMOTION

PRODUCT LABELLING

MARKETING

MARKETING POLICIES

CONSUMER BEHAVIOUR

PSYCHOLOGICAL FACTORS

MOTIVATION

PURCHASING

ECONOMIC COMPETITION

společnosti

řízení podle cílů

ochranné známky

podpora prodeje

označování výrobků

marketing

marketingová politika

administrativa

chování spotřebitelů

psychologické faktory

motivace

nakupování

ekonomická konkurence

obchodní značka > tržní segment > marketingový mix > cílové skupiny zákazníků

Item Description

4 schémata

Bibliography

Seznam literatury na s. 1669,