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Podniková identita ako konkurenčná výhoda
[Corporate identity as a competitive advantage]

Author

Listed:
  • Misun, Juraj

Abstract

Corporate identity, which has been in the middle of interest of practice for almost 40 years, is still a very important instrument in the field of Marketing and Management despite the currently unfavourable economic situation. Although consumers are checking prices the further the more, brand image is still an important factor in their decision making. What is more, every economist knows that periods of recession are usually followed by a period of expansion. Right now is a period when companies with a good image will survive. Corporate identity in particular is a tool to help building and retaining one’s image.

Suggested Citation

  • Misun, Juraj, 2009. "Podniková identita ako konkurenčná výhoda [Corporate identity as a competitive advantage]," MPRA Paper 54395, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:54395
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    File URL: https://mpra.ub.uni-muenchen.de/54395/1/MPRA_paper_54395.pdf
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    More about this item

    Keywords

    Corporate Identity; Corporate Design; Corporate Communication; Corporate Behavior; Corporate Culture; Corporate Mission; Corporate Vision;
    All these keywords.

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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