Alena Kusá, Ladislav Pátík: THE BRAND AS A TOOL OF MARKETING AND COMMUNICATION POWER
Scientific paper
Alena Kusá, University of Ss. Cyril and Methodius in Trnava, The Faculty of Mass Media Communication
Ladislav Pátík, Pan-European University in Prague
DOI: https://doi.org/10.59014/XGNI2982
Keywords:
brand, brand marketing, brand elements, marketing, strategy
Abstract
Brand and brand development are central to any company given the principles of
the market economy and emissions dynamics. In every market, where supply meets
demand, there is also a competitive environment, and the brand is currently the main
asset of every company, a representative and clear symbol of the image of the company
and the products it offers in the target market. Demand in the free market has its
limits, and excess supply over demand causes logical cannibalization in the market.
The brand represents the company or the company’s products and their characteristics,
benefits, or, on the contrary, disadvantages and negative sides. Associations with
a specific company or product can be the main, but not the only, incentive for the
buyer‘s decision.
The role of the brand is irreplaceable for the company and has a direct impact on its
functioning. Companies and their marketing teams are aware of the ever-increasing
importance of the brand, but the professional community is even more aware of it,
which has generated a huge amount of information about the brand and brand development.
Several scientific disciplines, which themselves are still developing, deal
with the issues related to branding. The dynamics of brand-related issues and brand
development thus give companies the opportunity to find a new way and create a
strong and popular brand on the target market in a competitive environment.
This paper aims to provide a comprehensive overview of the areas and information
that are key to the brand and its proper management and development. Using selected
positive and negative examples, we will show the power of the brand within the
long-term success of the entire company.
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