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How Do Companies Treat Their Knowledge For managing the Company's Brand?


  • Mitja Kozjan

    (University of Primorska, Slovenia)

  • Doris Gomezelj Omerzel

    (University of Primorska, Slovenia)


The need for knowledge in companies will continue to grow, as only the companies with a sufficient amount of knowledge will be able to maintain or strengthen their competitiveness. The study deals with knowledge, which companies either already have, or else acquire for the purposes of effective brand management. This paper is a contribution to the study of the impact of different types of knowledge in a company devoted to management of the brand. Based on the results of the research we will form some suggestions for the management to enable their decisions on the promotion of certain kinds of knowledge, which consequently affect the brand, especially the brand value.

Suggested Citation

  • Mitja Kozjan & Doris Gomezelj Omerzel, 2011. "How Do Companies Treat Their Knowledge For managing the Company's Brand?," MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers], University of Primorska, Faculty of Management Koper.
  • Handle: RePEc:mgt:micp11:59-70

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    References listed on IDEAS

    1. Gibbert, Michael & Leibold, Marius & Probst, Gilbert, 2002. "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value," European Management Journal, Elsevier, vol. 20(5), pages 459-469, October.
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    Knowledge; brand; brand value; competitiveness;


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