BRAND MANAGEMENT PROCESS IN THE CASE OF IQOS
DOI:
https://doi.org/10.24867/22GI16KolajaKeywords:
branding, customer experience, IQOSAbstract
In this paper, through a review of the branding process of the IQOS brand, practical and theoretical examples are given of how a well-built brand can influence the perception of users, as well as those who are not. Through a theoretical overview of the brand concept, parts of the IQOS company brand and analysis of various elements of the IQOS brand strategy, the importance and later result of an effective branding strategy is shown. The general goal of the conducted literature research is to identify marketing trends and challenges in the tobacco industry. The specific objective refers to the concrete attitudes of IQOS brand users about their satisfaction and loyalty to the brand, but also to people's general perception of the IQOS brand. The research part of the work is based on the created questionnaire and the conducted research on the perception of the IQOS brand.
References
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