服装纺织业的品牌策略英文文献.pdfVIP

Monika Malinowska-Olszowy Brand Strategy in the Clothing Technical University of Łódź and Textile Market Faculty of Textile Engineering and Marketing Institute of World Economy and Textile Marketing ul. Żeromskiego 116, 90-543 Łódź, Poland Abstract In today’s market economy, which is characterised by a very changeable environment and strong, intense competition caused mainly by enlarging globalisation, it is becoming more and more difficult for an enterprise to maintain long-term success. Using techniques such as simply maintaining low costs or innovative solutions are losing their importance. That is why the significance and meaning of brands have been growing recently. The brand is a strategic resource of every firm. Possessing a brand, and knowing how to keep it and manage it well, are becoming keys to reaching success in the market, a source of competitive advantage. The aim of this paper is to show that a properly used brand strategy is the enterprise’s most valuable asset, and should be the top priority in the company’s work. Undertaking actions S aimed at building a brand or at st