A strong brand as a way to successful business.

Abstract

This paper serves to point out the importance of building strong brands and to clarify some definitions related to brand, brand identity and equity. Also, to give some examples of cultural differences and emphasise the importance of them for a brand building process, in order to prevent making mistakes and increase brand’s performance on a global arena.

Keywords

• бренд
• бренд-менеджмент
• система характерних особливостей бренду
• значимість бренду
• культурні відмінності