Title:

Creating an International Brand on the Example of Bravely

Group publication title:

Debiuty Studenckie

Title in english:

Tworzenie międzynarodowej marki na przykładzie Bravely

Creator:

Gołucka, Joanna

Contributor:

Aleksandra Kuźmińska-Haberla. Redakcja

Subject and Keywords:

promotion ; brand ; brand creation ; non-governmental organizations ; scouting ; world scout jamboree ; Bravely ; promocja ; marka ; marka międzynarodowa ; organizacja pozarządowa ; harcerstwo

Description:

[w:] Ekonomia i międzynarodowe stosunki gospodarcze / pod red. Aleksandry Kuźmińskiej-Haberli. - Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, 2022, s. 25-36

Abstrakt:

The subject of this article is a brand with its components as well as the strategies and tools for brand promotion. Aspects of the brand owned by an NGO and aspects of the brand on the international market were also taken into account. The analysis of the Bravely brand, owned by the Polish Scouting Association, was carried out taking into account the non-governmental nature of the organization and the international scale of the brand. Achieving the aim of the work was possible thanks to the answers to the following research questions: what are the components of the brand, what are the promotion tools and their division into traditional, new and new new. The key was to answer the question of what tools and practices an NGO should use, not offering a physical product, but a service or value. The international aspects of branding have also been explored.

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2022

Resource Type:

rozdział

Resource Identifier:

10.15611/2022.29.9.02

Language:

eng

Relation:

Debiuty Studenckie 2022 ; Ekonomia i międzynarodowe stosunki gospodarcze

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