Strategic Brand Management In Global Environment

In modern business conditions, the brand is essentially important for business strategy success. Customers increasingly purchase products on the basis of brand, reputation, and other immaterial attributes and less on the basis of their physical characteristics. A strong brand increases the level of customer satisfaction and loyalty, and efficiency of business strategy. Brand with great value in the market is an important asset of firm. In the paper, authors analyze the importance of strategic brand management in the conditions of global environment.

Source: University of Nis