Interdisciplinary Model of a Brand in a Competitive Environment

Jana Burešová and Jaromír Štůsek
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Jana Burešová: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences in Prague, Kamýcká 961/129, 165 21 Praha 6 - Suchdol, Czech Republic
Jaromír Štůsek: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences in Prague, Kamýcká 961/129, 165 21 Praha 6 - Suchdol, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2017, vol. 65, issue 5, 1663-1669

Abstract: A company's brand is an aggregate of many aspects and a key business asset which can be significantly influenced from the interdisciplinary perspective. A single symbol/sign incorporates the total value of the brand which represents an important competitive tool as well as the brand's ability to cope with changes in the environment. Based on findings from the theory and with the help of an experimental investigation, a coherent model was put together which interconnects the unique chain of brand relationships and expresses the brand development from its beginning up to the top level, i.e. a brand with a unique identification. Brand is influenced not only by the quality of the basic brand setting, e.g. individual component of the level of the state, but also performance of the brand in time, e.g. individual components of the dynamical level. Then the result of specific actions influences also the primary setting. The basic presumption of effective brand management it thus based not only on continuous following of changes in the framework of the subsystem, but also on fundamental interconnections between individual subsystems. This paper has an interdisciplinary character and through the brand model it presents ways to create a strong brand which has a unique distinctive character in the perception process, which can be identified not only by the target group of consumers, but also by its competitors, and the awareness of which exceeds the outlined segment throughout the market.

Keywords: brand; competitiveness; model; trademark; interdisciplinary character; brand name; brand platform; distinctive character; brand awareness (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2017065051663

DOI: 10.11118/actaun201765051663

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