Abstract
Branding is a key component of marketing as it enables the differentiation of products which otherwise offer little scope for variation or innovation. Branding does this by investing a product or service with a unique combination of rational and emotional values. This study uses case research from five Czech breweries and applies current models to classify the firms in terms of brand development. Branding is revealed to be currently in an early stage but with the expectation of rapid development. The impact of Western marketing firms and experts is considerable in implementing major changes in branding in larger firms, but local experts are also proving effective in developing the brands of smaller companies.
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