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

Mitja Kozjan and Doris Gomezelj Omerzel
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Mitja Kozjan: University of Primorska, Slovenia
Doris Gomezelj Omerzel: University of Primorska, Slovenia

from University of Primorska, Faculty of Management Koper

Abstract: 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.

Keywords: Knowledge; brand; brand value; competitiveness (search for similar items in EconPapers)
Date: 2011
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http://www.fm-kp.si/zalozba/ISBN/978-961-266-113-7.pdf Conference Programme with Abstracts (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:mgt:micp11:59-70

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