Interdisciplinary Model of a Brand in a Competitive Environment

• Main Authors: Jana Burešová, Jaromír Štůsek
• Format: Article
• Language: English
• Published: Mendel University Press 2017-01-01
• Series: Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
• Subjects: brand; competitiveness; model; trademark; interdisciplinary character; brand name
• Online Access: https://acta.mendelu.cz/65/5/1663/
• ISSN: 1211-8516; 2464-8310

A company’s brand is an aggregate of many aspects and a key business asset which can be significantly influenced from the interdisciplinary perspective. A single symbol / sign incorporates the total value of the brand which represents an important competitive tool as well as the brand’s ability to cope with changes in the environment. Based on findings from the theory and with the help of an experimental investigation, a coherent model was put together which interconnects the unique chain of brand relationships and expresses the brand development from its beginning up to the top level, i.e. a brand with a unique identification. Brand is influenced not only by the quality of the basic brand setting, e.g. individual component of the level of the state, but also performance of the brand in time, e.g. individual components of the dynamical level. Then the result of specific actions influences also the primary setting. The basic presumption of effective brand management it thus based not only on continuous following of changes in the framework of the subsystem, but also on fundamental interconnections between individual subsystems. This paper has an interdisciplinary character and through the brand model it presents ways to create a strong brand which has a unique distinctive character in the perception process, which can be identified not only by the target group of consumers, but also by its competitors, and the awareness of which exceeds the outlined segment throughout the market.