Zaufanie jako element zarządzania marką

• Authors: Tomasz Dryl

Title variants

EN

CONFIDENCE AS AN ELEMENT OF BRAND MANAGEMENT

• Languages of publication: PL

Abstracts

EN

The article presents the problem of consumer confidence in the brand of product or service. The brand is one of the most important elements of modern marketing. Recognizable brand is an asset the company. Either buying the brand the consumer is purchasing a promise. The product should meet the demands of the consumer. Product brand leads the consumer to purchase. The marketing communication process is done by brand. The competition between companies has become a war between the brands.

Keywords

EN

CONFIDENCE; CONSUMER; BRAND; SENSES

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 2
• Issue: 2
• Pages: 43-53

Contributors

author

Tomasz Dryl

• Instytut Organizacji i Zarządzania, Wydział Zarządzania, Uniwersytet Gdański