BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT

BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT

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 pro...

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Hauptverfasser: Matúš, Jozef, Galera Matúšová, Jana
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Sprache:eng
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Energy and Environmental Studies
Marketing / Advertising
Media studies
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Galera Matúšová, Jana
description 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.
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source Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals
subjects Energy and Environmental Studies
Marketing / Advertising
Media studies
title BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
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