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1

Rol ta mistse marketynhu innovatsii v ekolohichnomu brendynhu

100%
Makhnusha S. M., Kosolap N. Y.
Mekhanizm Rehuluvannya Economiky
|
2011
|
vol. 2 (52)
165-175
EN
In this article the authors analyze the content, particularities and contemporary state of ecological branding and define and find out the role and place of marketing of innovations in it.
2

Stan rozvytku promyslovoho brendynhu v umovakh transformatsiynoyi ekonomiky Ukrayiny

100%
Ivashova N. V.
Mekhanizm Rehuluvannya Economiky
|
2013
|
vol. 4 (62)
85-92
EN
The article presents the results of explore of the formation of brand Ukrainian industrial enterprises in today's economic environment. As part of this analysis, the external and internal factors that influence branding activity and its effectiveness are identified. The external factors include, items at which businesses are not directly affected, but that should be considered when creating and managing brand. The internal are those factors which depend on the enterprise (its leaders) and can be mitigated in certain actions. The study of typical problems faced by industrial enterprises in the implementation of branding enables managers and specialists to analyze which of them are present in the enterprises and take appropriate steps.
3
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Znaczenie turystyki w budowaniu marki narodowej „Polska”

100%
Łuczak M.
Zarządzanie i Finanse
|
2012
|
vol. 2
|
issue 2
117-134
EN
The theoretical look presents in this article on notions of marks and branding with reference to the country, on the role of tourism in the creation of the mark “Poland” and the author states the present meaning of the mark of our national country, ascertain in the world. The determination of the meaning of tourism in the construction of the national mark was the basic purpose in the article. The author used in the realization of that purpose the descriptive method and chose the available, quantitative data, which gave the concerning result research related to the polish mark and showed the position of the national mark of “Poland” in the international rankings.
4

THE LINGUISTIC ASPECT OF A BRAND NAME. CASE STUDY BASED ON BRANDING STRATEGY OF OPEL

100%
Mamet P.
Linguistica Silesiana
|
2008
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vol. 29
51-65
EN
The creation of a good brand name involves many branches of human knowledge. Linguistics is one of them and a very important one. Phonetics, sound symbolism, semantics, word formation and comparative studies of different languages have a considerable contribution to creating a good name of a product. The aim of the research, presented in the article is to apply this kind of knowledge to analyse the names of currently available OPEL cars.
5

Cechy i potencjał marek globalnych

88%
Konstanty W.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2011
|
issue 871
181-192
EN
This paper presents the recent state of theory on global brands, their most distinguished features and potential, and identifies the economic sectors most capable of creating them. Possible brand strategies on the international market have been discussed and compared with global brand creation. Current attempts to define this phenomenon in scientific papers and commercial publications are discussed. Using data available in consulting agency reports on global brands, the author compiles a list of the most successful global brands in 2008–2009 along with their countries of origin. Finally, elements fundamental to the successful creation of global brands are suggested.
6

The Polska Brand as a Challenge for Polish Cultural Diplomacy. Old Determinants, New Strategies

75%
Jurkiewicz-Eckert D.
Yearbook of Polish European Studies
|
2014
|
vol. 17
s.259-292
EN
This paper analyses the evolution of the strategy employed by Polish cultural diplomacy for the promotion of a positive image of Poland in the context of a long-term strategy for developing the Polska brand in the world. The analysis takes the form of a case study and concerns selected aspects of the activity of the Adam Mickiewicz Institute – currently the most influential governmental institution responsible for promoting Poland in the world through culture. The paper presents the main determinants and challenges in shaping a coherent message about Poland and their infl uence on the current strategy for promoting the Polska brand through cultural diplomacy. The critical analysis places the Institute’s activities in the context of the priorities of Polish foreign policy and puts forward a thesis on the growing infl uence of the Institute on the development of Polish culture, Polish cultural diplomacy, and nation branding in Poland.
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