| Abstract [eng] |
Foreign researchers in marketing, branding, and similar topics, often use popular brand term. A brand could be called product/service/organization which creates feelings, associations, opinions for its consumer. Brand bring mutual benefits – for the consumer and for the market participant. Not only the young, promising, innovative firms, but also many others, count children as a separate segment of the market and addapt appropriate strategies. Children - future users. Their brand loyalty is formed in the childhood, when everything is determined by emotions. Brand extension is a necessary condition for the company's profitability and growth. It could lead to advantage over competitors alternative goods, also it is easier because of „know-how“ method. |
