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Perspektywy rozwoju marek w sektorze żywnościowym w Polsce

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  • Górska-Warsewicz, Hanna

Abstract

Development of companies in the food sector in Poland is related to creation of a brand- based competitive advantage. The aim of this study is a presentation of selected aspects of brand development basing on results of an investigation in 155 food companies. Brand development in the food sector is related to a differentiation of brand architecture, positioning strategies and visual identifiers as well as to activities increasing brand equity. A special attention was given to such directions of brand development as modification of current products and development of lateral innovations. / Synopsis. Rozwój przedsiębiorstw w sektorze żywnościowym w Polsce związany jest z tworzeniem przewagi konkurencyjnej w oparciu o markę. Celem niniejszego opracowania jest zaprezentowanie wybranych aspektów związanych z rozwojem marki, z wykorzystaniem wyników badań przeprowadzanych wśród 155 przedsiębiorstw sektora żywnościowego. Rozwój marek w sektorze żywnościowym następuje przez różnicowanie architektury marek, strategii pozycjonowania i identyfikatorów wizualnych, jak również przez działania zwiększające kapitał marki oraz przez modyfikacje produktów istniejących i wprowadzanie rozwiązań lateralnych.

Suggested Citation

  • Górska-Warsewicz, Hanna, 2008. "Perspektywy rozwoju marek w sektorze żywnościowym w Polsce," Problems of World Agriculture / Problemy Rolnictwa Światowego, Warsaw University of Life Sciences, vol. 5(20), pages 1-8, August.
    • Handle: RePEc:ags:polpwa:197455
    DOI: 10.22004/ag.econ.197455
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