Agnieszka Witkowska “Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise”, Journal of International Studies, Vol. 3, No 1, 2010, pp. 109-115.

Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise

Agnieszka Witkowska

Szczecin University

pawi@post.home.pl

Abstract. A dynamic global market aims at creating brands (including own brands) on geographically and structurally new markets, which considerably influences the perception and improvement of their image. The degree of trademark recognition within a given line of business is the key factor in brand management planning. Owing to new technologies and reduction in manufacturing costs, producers have access to additional productive capacity, which is used by external entities (including commercial enterprises) to create their own brands with their own image and identity, which often differs from the concept and strategy of the manufacturer brand.

Submitted: April, 2010

1^st revision: May, 2010

Accepted: July, 2010

Keywords: manufacturer brands, private label brands, brand value, brand equity, LTV index.

JEL classification: M30, M11.