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The use of the brand to build a competitive advantage of contemporary companies

Author

Listed:
  • Miroslaw Bochenek

    (Nicolaus Copernicus University)

  • Joanna Pomaskow

    (Nicolaus Copernicus University)

Abstract

The aim of the article was to draw attention to the significance of one of the forms of non-price competition, which is creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of global brands has become a primary objective of the companies that are in this respect almost forced to change their management style, striving for success in the international arena. Procter & Gamble is aware of the fact that the brand has begun to gain importance in the competition on a global scale. The global brand has now become a guarantor of successful development of modern enterprises, and therefore it seems necessary to present solutions directly aimed at creating strong brands, which often require huge amounts of money on promotion and advertising.

Suggested Citation

  • Miroslaw Bochenek & Joanna Pomaskow, 2014. "The use of the brand to build a competitive advantage of contemporary companies," Ekonomia i Prawo, Uniwersytet Mikolaja Kopernika, vol. 13(2), pages 285-296, June.
    • Handle: RePEc:cpn:umkeip:v:13:y:2014:i:2:p:285-296
    DOI: 10.12775/EiP.2014.021
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    More about this item

    Keywords

    competition; brand; globalization;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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