The Brand Through the Prism of a Model – An Interdisciplinary Concept

Jana Burešová

Modern Applied Science, 2016, vol. 10, issue 7, 188

Abstract: A brand is a symbol that is created by the strategic management of the brand, so-called brand management, which is a dynamically developing discipline in the field of international marketing. If the brand is legally protected, it is called a registered trademark. In this form, it fulfils the essence of intellectual property in the sense of the law and plays a vital and strategic role in the assets of the company. It helps create business opportunities, and, generally speaking, it strives to make the maximum of its value. To fully comprehend it, it is necessary to understand the interdisciplinary circumstances that helped create the brand and its unique identification. The aim of this paper is to present a model that offers an interdisciplinary perspective on a brand with the potential to expand its unique identification.

Date: 2016
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