Title:

Building brand protection strategy in contemporary enterprises

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Title in english:

Budowanie strategii ochrony marki we współczesnych przedsiębiorstwach

Creator:

Sałamacha, Anna

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2020; vol. 64, nr 12, s. 87-100

Abstrakt:

The aim of this paper is to present comprehensive solutions in the field of brand protection against the actions of dishonest imitators. First, the brand elements important from the its protection point of view were identified, i.e. physical product with packaging and/or service, visual identification system and intangible (‘soft’) brand elements. Then the methods for determining the brand protection status were described. The brand protection status study consists in a diagnosis of the brand life cycle phase and of the implemented brand protection tools. Next the method of examining the state of the existing and potential violations in the form of the designed early warning system against imitation was presented. Finally, the model procedure of the brand protection strategy was proposed. It provides guidelines for the creation, selection and implementation of the strategies, both preventive and corrective

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2020

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/pn.2020.12.07

Language:

eng

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2020; vol. 64, nr 12

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-SA 4.0

Location:

Uniwersytet Ekonomiczny we Wrocławiu