Professional paper

Brand positioning of a Slovak company

Bohuslava Mihalčová ; University of Economics in Bratislava, Faculty of Business Economics in Košice
Michal Pružinský ; University of Economics in Bratislava, Faculty of Business Economics in Košice
Zuzana Jakubčová ; University of Economics in Bratislava, Faculty of Business Economics in Košice

Abstract

In this paper, authors examined the aspects of the current positioning of the company Makyta, compared with seven selected companies. Positioning represents how the brand awareness is located in the mind of customers and competitors. Selected companies are analyzed as company's competitors within the analyzed product portfolio. The brand positioning is discussed within the regional market of Žilina County.

Keywords

brand positioning; fashion industry; competitiveness; Slovakia

Hrčak ID:

133231

URI

https://hrcak.srce.hr/133231

Publication date:

23.12.2014.

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