期刊名称：Acta Universitatis Nicolai Copernici. Zarządzanie
印刷版ISSN：1689-8966
电子版ISSN：2450-7040
出版年度：2014
卷号：41
期号：1
页码：105-115
DOI：10.12775/AUNC_ZARZ.2014.007
语种：English
出版社：Nicolaus Copernicus University Press
摘要：The article concerns the issue of the influence of public relations on building up a strong brand. The problem was tackled due to the necessity of including social needs into the policies of contemporary companies, as well as convincing the widely understood environment not to act only with one’s own profit in mind, but with social interest as well, which can be carried out only be means of efficient public relations-oriented actions. Thus the author of the article puts forward the thesis that brands, which are organizations’ greatest asset, are also capable of engaging in lasting relations with consumers, mostly by means of the tool mentioned.
其他摘要：Niniejszy artykuł został poświęcony kwestii wpływu działań public relations na budowanie silnej marki. Problematyka ta została podjęta z uwagi na konieczność uwzględniania w polityce współczesnych przedsiębiorstw potrzeb społecznych oraz przekonania szero
关键词：brand equity; brand; public relations; marketing communication; advertising
其他关键词：siła marki; brand; public relations; komunikacja marketingowa; reklama
