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The brand of the National Forest Holding “State Forests”

Author

Listed:
  • Gabriela Roszyk-Kowalska

    (Poznań University of Economics and Business, Poznań, Poland)

  • Piotr Małż

    (Maskulińskie Forest Inspectorate, Ruciane Nida, Poland)

Abstract

A strong brand means being ahead of the competition and, as a consequence, the basis of company worth. Building the brand for a product, a company offering goods or services can be done using a marketing campaign, advertising or through distribution. However, building the brand of an organization such as National Forest Holding “State Forests” (further abbreviated as NFH SF or just SF) should depend on promoting the non-manufacturing functions of State Forests, as well as on corporate social responsibility (CSR). In spite of its de facto monopoly position in the forest market, State Forests require the acceptance of the society, which is the Holding’s primary stakeholder. The aim of this research was ascertaining brand recognition of NFH SF and the awareness of its mission statement and activity. Previous research on this topic was carried out in 2012 and 2015. In order to analyze the features of the State Forests’ brand, a survey with 438 participants was conducted. The results made it possible to define the weak spots and possible promotional directions for the brand. This can enable the Holding to strengthen its position on the market and project a positive image for the public.

Suggested Citation

  • Gabriela Roszyk-Kowalska & Piotr Małż, 2017. "The brand of the National Forest Holding “State Forests”," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(1), pages 18-26.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:1:p:18-26
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    Keywords

    brand; National Forest Holding “State Forests”;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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