Midovska, Marija (2014) IMPLEMENTATION OF BRAND-PORTFOLIO STRATEGIES AS A CONDITION FOR COMPETITIVE ADVANTAGE (THE CASE OF MACEDONIAN COMPANIES). Horizons, 12. pp. 169-178. ISSN 1857-856X
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Abstract
The paper elaborate distinctive area of the brand-management that is concerned with designing brand-portfolio strategies for optimizing the companies’ brand-portfolio. A special attention is given to Macedonian
companies that can achieve their competitiveness in the long-term, only through updating positive experiences and practice in this branch.
The main objective of the research is to analyze the current state of the brand-portfolio strategies, i.e. their contribution in the creation of the companies' maintaining competitive advantage. The paper objectives are mainly concerned with the implications of the effective brand-portfolio strategies on the costumers and the company, along with the role of the brand-strategies in creating value for the customer and profit for the
company.
The research was conducted with various research methods for data collection such as the methods of analysis, synthesis, comparison and case study, as well as other methods that are applicable in this branch.
| Item Type: | Article |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business |
| Divisions: | Faculty of Economics |
| Depositing User: | Mr Dimitar Risteski |
| Date Deposited: | 13 Dec 2019 06:57 |
| Last Modified: | 13 Dec 2019 06:57 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/2193 |
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