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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Bibliographic Details
Main Authors: Matúš, Jozef, Galera Matúšová, Jana
Format: Conference Proceeding
Language:English
Subjects:
Energy and Environmental Studies
Marketing / Advertising
Media studies
Online Access:Get full text
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Summary: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.
ISSN:1339-5726
1339-5726