BRAND EQUITY. METHODS OF RESEARCHING BRAND STRENGTH - DARIUSZ KUBUJ

Discover the fascinating world of brand equity, where brand strength becomes the key to business success. This book is an invaluable source of knowledge for anyone who wants to understand how to build and measure brand value in today's competitive world. Immerse yourself in the labyrinth of concepts and methodologies that shape the perception of a brand in the minds of consumers.

• In-depth analysis of the concept of brand strength (brand equity)
• Objective reviews of the most popular brand research methods available on the Polish market
• Unique practical knowledge of the author, collected during thirty years of work in business
• Approach to the topic from the perspective of the latest achievements of psychology and neuromarketing
• Valuable source of knowledge for marketing practitioners, employees of research companies and students

Dariusz Kubuj's book is a guide through the labyrinth of concepts related to brand strength, presenting the genesis and evolution of individual approaches in the field of psychology, sociology, economics, marketing and management. The author thoroughly analyzes the most popular brand research methods available on the Polish market, presenting details of the methodology and subjecting them to scientific criticism. Thanks to the unique practical knowledge, collected during thirty years of work in business, the advantages and disadvantages of individual methods are discussed, taking into account real experiences.

This publication is also a look at the topic from the perspective of the latest achievements of psychology, talking about the role of the unconscious and the neuromarketing research that stems from this trend. It is a valuable source of current knowledge for all marketing practitioners who manage brands, employees of research companies and people who deal with brands scientifically or study marketing, business and consumer psychology. This book is a compendium of knowledge about brand equity, essential for anyone who wants to understand and effectively manage a brand in today's business world.

Wydawnictwo Naukowe PWN, known for its high-quality scientific and popular science publications, guarantees the reliability and credibility of the information presented. This book is not only a theoretical reflection, but above all a practical tool that will help you understand how to build a strong and recognizable brand. Thanks to it, you will gain knowledge that will allow you to compete effectively on the market and achieve success in business. Don't wait, reach for this book and discover the secrets of brand equity!

Technical data: Pages: 420, Format: 165x240 mm, Year of publication: 2022, Binding: paperback, Publisher: Wydawnictwo Naukowe PWN.