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Branding can be described as all the actions related to introducing new products or services to the market. Taking the wide spectrum of branding activities into account, it encompasses both individuals and organizations. Thus, it is important for customers, since everyday activities are accompanied by the existence of different brands and branding determines regular product or service choices. Branding is also crucial for managers, because it is an important part of new venture management—it makes more stakeholders interested in the offer, maintains the desired level of satisfaction among regular users, determines the complete life cycle of products and services, and also responds to the accumulated experience of their users, adapting to the changing circumstances of the environment.

The increasing role of technology and media in modern ...

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