Strategic significance of the brand in the activities of an organization

Issues associated with brand management and its share in the creation of value for companies from the sector of consumer goods have for many years been some of the most popular subjects in the area of marketing. The interest in issues of using marketing and the brand in particular, also in B2B relations, non-profit organizations or research units, as well as in branches offering products which cannot be easily distinguished – eg. in the energy sector, has recently been growing. This new phenomenon of the penetration of marketing concepts beyond the traditional „brand” branches is associated with professionalization of management … Czytaj więcej »