Fünf Erfolgsrezepte für die Markenführung in der Wirtschaft

A new conceptual study of branding as a factor for improving the competitiveness of the economy. It supports the theoretical foundations and provides practical recommendations for the formation of a brand-oriented economy. An innovative perspective on the brand is offered through the analysis of the interaction of its various forms: goods, personality, information, organization, and territory. The uniqueness of branding for different objects is highlighted: goods, services, events, companies, individuals, voices, societies, networks, and territories. The relationship between these objects and the economic outcomes of their branding is presented. The scientific and methodological results presented in the monograph are useful for professionals managing branded products, brand services, and brand companies, aiming to enhance their capabilities and systematize theoretical knowledge, as well as for officials developing and promoting their regions and shaping the country's brand.