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C/M/2300. An examination of brand management at Gorenje

WORDS:
2150
DATE:
2011
PRICE:
29.99 GBP

This paper examines the concept of brand management, and focuses on Gorenje, a manufacturer of high quality domestic products. The approach that Gorenje has developed to establish their brand in Europe is examined, and the paper then highlights the companies brand values. The key brand management issues within Gorenje are examined, and the width and depth of Gorenje’s product portfolio is assessed. After this analysis is carried out, the paper then provides recommendations for the company to target international markets.

 

KEYWORDS: Brand management, Gorenje, domestic products, brand, product portfolio, brand values!,

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