Brand Management is a very important from the perspective of businesses because
it helps businesses communicate with the target market. Brand management consists
of tangible elements (product, design, packaging etc.) and intangible elements (customer
experience and relationship with the brand). The Czech Railways company use brand
management for specific long-distance train lines like for example “Metropolitan”, “Západní
expres”, “Slovácký expres” or “Jižní expres”. The aim of the article is to analyse the use
of Brand Management for long-distance train lines of Czech Railways and evaluate
customer survey results.
en
dc.format
p. 69 - 77
dc.language.iso
en
dc.publisher
University of Pardubice
en
dc.rights
open access
en
dc.subject
brand management
en
dc.subject
czech railways
en
dc.subject
metropolitan
en
dc.subject
Západní expres
cze
dc.subject
Slovácký expres
cze
dc.subject
Jižní expres
cze
dc.title
Use of brand management for the czech railways long-distance trains from the marketing perspective
en
dc.type
conference proceeding
en
dc.event
7th International scientific conference of the Faculty of transport engineering: Through efficient transport to sustainable mobility (September 6th - 7th 2018, Pardubice)