The brand of the National Forest Holding "State Forests"
Gabriela Roszyk-Kowalska , Piotr Małż
AbstractA strong brand means being ahead of the competition and, as a consequence, the basis of company worth. Building the brand for a product, a company offering goods or services can be done using a marketing campaign, advertising or through distribution. However, building the brand of an organization such as National Forest Holding “State Forests” (further abbreviated as NFH SF or just SF) should depend on promoting the non-manufacturing functions of State Forests, as well as on corporate social responsibility (CSR). In spite of its de facto monopoly position in the forest market, State Forests require the acceptance of the society, which is the Holding’s primary stakeholder. The aim of this research was ascertaining brand recognition of NFH SF and the awareness of its mission statement and activity. Previous research on this topic was carried out in 2012 and 2015. In order to analyze the features of the State Forests’ brand, a survey with 438 participants was conducted. The results made it possible to define the weak spots and possible promotional directions for the brand. This can enable the Holding to strengthen its position on the market and project a positive image for the public.
|Journal series||Marketing Science and Inspirations, ISSN 1338-7944, (0 pkt)|
|Publication size in sheets||0.5|
|Keywords in English||brand, National Forest Holding "State Forests"|
|Score||= 5.0, 17-10-2019, ArticleFromJournal|
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