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Pozycjonowanie marki na rynku globalnym - możliwości i ograniczenia

Szwajca D.

Ekonomia i Zarządzanie

2009

Vol. 1, no. 1

44-59

The paper describes problems related to the brand internationalisation and globalisation as one of the main marketing instruments used by a contemporary company. The brand is recognized not only as a product marking, but as a set of general associations and representations related to the product created and saved in the mind of customers. The process of creating the brand interpreted in such a way is referred to as market positioning. Building a strong international or global brand requires not only spending large sums of money but also choosing a positioning strategy that would take into account cultural, legal, economic and other differences, following the rule of “think globally, act locally”. By taking into account the above-mentioned determinants the researchers have assessed the suitability of particular brand positioning strategies in the global market and have pointed out their limitations and traps.

Segmentacja i pozycjonowanie rynku docelowego jako metody osiągania przewagi konkurencyjnej

Malinowska-Olszowy M.

Przegląd Włókienniczy - Włókno, Odzież, Skóra

2007

nr 9

43-45