"Mr\u00E1\u010Dek, Pavel" . "26510" . "Vesel\u00E1, Jitka" . . . "3"^^ . . . . . "Brand Image Developed in Co-creation Concept on the Level of Product and Corporate Competition"@en . "[9EA245F9C432]" . . . . "978-80-214-4581-9" . "Practically anywise interpreted image creates an important alternative for the competitive advantage development from the point of competitive struggle. A general agreement in the issue of its importance - quite surprisingly - does not provide any unambiguous direction for the understanding of essential links. These can be seen namely in three levels. The first one is the image itself, the second one is represented by the character of competition and the third one is then the method of image development. Generally, three levels of image can be distinguished, i.e. class image, product image (resp. brand image) and corporate (company) image. Provided that any company focuses on the development and introduction of corporate brands, these should comply with the overall image of such company, and such a process must be the part of corporate strategy. Such perception of the term %22image%22 certainly demands corresponding understanding of the competition. Especially as regards the element of corporate and produ" . "RIV/00216305:26510/12:PU100181!RIV13-MSM-26510___" . "Practically anywise interpreted image creates an important alternative for the competitive advantage development from the point of competitive struggle. A general agreement in the issue of its importance - quite surprisingly - does not provide any unambiguous direction for the understanding of essential links. These can be seen namely in three levels. The first one is the image itself, the second one is represented by the character of competition and the third one is then the method of image development. Generally, three levels of image can be distinguished, i.e. class image, product image (resp. brand image) and corporate (company) image. Provided that any company focuses on the development and introduction of corporate brands, these should comply with the overall image of such company, and such a process must be the part of corporate strategy. Such perception of the term %22image%22 certainly demands corresponding understanding of the competition. Especially as regards the element of corporate and produ"@en . "RIV/00216305:26510/12:PU100181" . . "Brno" . "Brno" . . . . "Brand Image Developed in Co-creation Concept on the Level of Product and Corporate Competition" . "S" . . . "Brand Image Developed in Co-creation Concept on the Level of Product and Corporate Competition"@en . "Vysok\u00E9 u\u010Den\u00ED technick\u00E9 v Brn\u011B" . "Brand Image Developed in Co-creation Concept on the Level of Product and Corporate Competition" . "2012-09-20+02:00"^^ . . . "Zich, Robert" . . "209"^^ . "Brand image, competition, corporate, product, co-creation concept."@en . "125478" . "3"^^ . "Trends in Economics and Management for the 21st Century" . . .