Management value of the brand with special emphasis on the emotional aspect of branding

Abstract

Turbulent of markets, which in future will be more dynamic, based on close collaboration companies (brands) with towards his customers. Having a prestigious brand and loyal customers is the goal of which tend to all market participants. However, many companies are not able to predict and plan the management of the brand, but remain on a superficial understanding of branding as a simple process of creating names, slogans and product design. If brands fail to achieve an emotional connection with the customer, then the way to achieve business success and profit maximizing open. An increasing number of companies realize the importance and necessity of branding. Realizing that a good reputation and positive image reflected in business success, the company recently increasingly pay attention to this issue.

Keywords

• market
• branding
• emotional branding
• brand management process
• maximizing profits