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Vnímání značky Palmex na trhu pracích prostředků v ČR / Perception of Palmex brand on the detergents market

Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of consumers. Brand has to be unique and interesting. Czech detergents market consist of range offer of variouse detergents. We can find there various producers abroad and home. It features with high fragmentation and customer can buy there various products from various producers long time tradion, non branded products and private labels.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:11002
Date January 2009
CreatorsKlepáčová, Veronika
ContributorsKoudelka, Jan, Klausová, Lucie
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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