Open access peer-reviewed Edited Volume

Brand Management

František Pollák

University of Economics in Bratislava

An active researcher, university lecturer, and expert on corporate reputation, with more than a hundred scientific publications as well as Best Paper Award- GBC (2015), Excellence Award- Megatrends and Media (2016), and Best Paper Award- AAR17 New York Conference (2017). Dr. František is a member of the World Association of Young Leaders - JCI and European Alliance for Innovation and since 2020 has been a reviewer of the scientific journal Applied Economics (Routledge-Taylor& Francis Group).


Peter Markovic

University of Economics in Bratislava

Dr. Markovič is a university lecturer and researcher with over 400 publications in the field of financial and economic aspects of sustainable business and building a company's brand, a member of the Council of Elders of the Slovak Finance Association, and the International Group Treasury Association.


Reputation Management Reputation Risk Reputation Development Digitization E-marketing Digital Marketing E-consumer Green Technologies Sustainable Development Value Chain Value Stream Management Brand Development

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About the book

In a market economy with a highly developed competitive environment, it is natural to maximize the utility of resources. Overconsumption, as the desired state of the economy of growth, puts enormous pressure on production and thus on securing sufficient resources of a diverse nature. Here, seemingly endless growth meets the limitations of the physical world. The application of the principles of sustainability is thus one of the basic determinants of the long-term survival of market economies, or even entire ecosystems as we know them today.

Given these facts, it is possible to assess the issue of sustainable development, sustainability, and a low-carbon economy as extremely topical, even key, for all industries, as well as for any entities using resources of a physical nature.

From the point of view of comprehensive brand management, the issue of the sustainable industry takes on a whole new dimension, it is a well-known fact that the issue of brand development in the traditional world has been known to companies for decades, managers have acquired a set of skills to build a brand, but this set of skills is not final, is evolving. Beginning with the era of product marketing management from the time of Henry Ford, when demand far exceeded supply and the available product was equal to market success, to today's times of hyper supply and hyper information time, the number of variables necessary for active management of business activities, especially brand management, has multiplied to almost innumerable dimensions.

The rapid rise of mass communication media in the second half of the 20th century fundamentally changed the established principles of business practice in many areas. Before the onset of the media era, the brand of corporate entities was difficult to develop, subsequently, however, it was easier to manage. For decades, procedures for building a brand have been refined. Years of proven and effective brand-building tools have almost easily managed to offer solutions in difficult situations. However, the time has changed, the flow of information has accelerated, the nature of information has adapted to the time. The Internet has changed the way we look at brands. What was once private is now public. What was once local is now global. What was once fleeting is now permanent. And what was once credible is now unreliable. These changes can be explained by the fact that Internet technology has directed human interactions. Understanding the unique relationship between technology and online culture is key to understanding how to manage brands while developing a comprehensive corporate reputation. Failure is certain for those managers who use offline techniques to solve online problems. Instead, it is essential to understand the cultural and technical differences between the online and the offline world to effectively protect and enhance the intangible assets of a business entity.

The combination of baseline factors in the form of the transition to a sustainable economy in the age of accelerated digitization creates a completely new, hitherto unknown market environment. The number of variables necessary for successful brand management in this new, semi-online environment is almost limitless. The ambition of this book is to explore key topics in the field of brand management at a time when companies are increasingly reaching for responsible and sustainable approaches, as well as being forced to face the necessity in the form of digitization of a large part of business processes.

From the point of view of its topic, the book creates a space for the presentation of the results of both basic and empirical research, intending to expand the knowledge base in the researched area.

Publishing process

Book initiated and editor appointed

Date completed: November 19th 2021

Applications to edit the book are assessed and a suitable editor is selected, at which point the process begins.

Chapter proposals submitted and reviewed

Deadline for chapter proposals: December 17th 2021

Potential authors submit chapter proposals ready for review by the academic editor and our publishing review team.

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Approved chapters written in full and submitted

Deadline for full chapters: February 15th 2022

Once approved by the academic editor and publishing review team, chapters are written and submitted according to pre-agreed parameters

Full chapters peer reviewed

Review results due: May 6th 2022

Full chapter manuscripts are screened for plagiarism and undergo a Main Editor Peer Review. Results are sent to authors within 30 days of submission, with suggestions for rounds of revisions.

Book compiled, published and promoted

Expected publication date: July 5th 2022

All chapters are copy-checked and typesetted before being published. IntechOpen regularly submits its books to major databases for evaluation and coverage, including the Clarivate Analytics Book Citation Index in the Web of ScienceTM Core Collection. Other discipline-specific databases are also targeted, such as Web of Science's BIOSIS Previews.

About the editor

František Pollák

University of Economics in Bratislava

As associate professor at the Faculty of Business Management of the University of Economics in Bratislava, Dr. Pollak deals mainly with the issue of corporate reputation in the context of its sustainable development. His most significant academic achievements are: In 2012 nominated for the Slovak Student Personality of the Year award by his Alma mater. Participation in solving of dozens national or international research grant tasks. Authorship of scientific papers published at international conferences as well as in reputable scientific journals. Co-authorship of the first Eastern Slovakian internet portal, successfully presented at the Intel Berkeley entrepreneurship challenge 2008 world semifinal in Istanbul, Turkey. Expert evaluations for several Research Agencies. Memberships in organizations like the World Association of Young Leaders - Junior Chamber International and European Alliance for Innovation. Chairmanship in the Marketing Sections at international Business Conferences. Reviews, as well as memberships in the editorial boards of reputable scientific journals.

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