The Role of Measuring The Efficiency of Marketing E-Toolbrend Management

Abstract

Building a brand nowadays is definitely different than 50 years ago. That time the founders positioned the brand and then spent a lot of money on its marketing in order to show it and to present the whole vision of the brand to the potential customers. Clearly – if the founders had enough money – they had no problem with building their own brand. Nowadays, the branding process is completely different. In the era of open and common access to the Internet and a kind of «social media boom», companies are not limited only by a good presentation of their products or services in advertising. They are constantly analyzed and evaluated by their current customers and gets feedback about themselves. Potential buyers are aware of the meaning of the quality of products as well as of the meaning of the general acceptance of the brand. Companies have lost their dominant position – limited to sending a clear advertising message and building recognition, the enterprises passed into a somewhat more passive position – they have become the subject of evaluation. This is very important in the case of small and medium-sized enterprises, in which the recognizable brand is a key success factor that ensures their survival. The aim of this paper is to show the effectiveness of e-marketing tools in building a brand on the market and a general presentation of the problem and its relation to important scientific or practical tasks. These recommendations can be a useful instrument for managing the development process in enterprises in the area of: estimation of the value of a brand perceived as the connection between the customer and the company that respects consumer knowledge as the core of the brand's value; measuring the brand position of the company (a well-positioned company on the Internet as a chance of omnipresence we-tools, brand management, development, success factors.ith its customers). Key words: e-tools, brand management, development, success factors  DOI: 10.15276/mdt.2.4.2018.1 CBOS Research Report,(2015), Warsaw: Internauts. Central Statistical Office (GUS), (2017), Information society in Poland. Chirayu Hantrakul, Jarinya Thaloey, Pradit Songsangyos, (2012), The Review of Knowledge Management in Financial Industry, Procedia - Social and Behavioral Sciences, Volume 69. Clarke L., (1997), Shift management, Warsaw: PWN. Dziakowicz-Grudzień A.,(2017) Digitization of marketing communication on the market, Internal Trade, 2(367), p. 82-93. Frąckiewicz E., (2006), Internet marketing, PWN, Warsaw: PWN. Grudzewski W.M.,. Hejduk I.K,(2002), Creating knowledge management systems as the basis for achieving competitive advantage of modern enterprises, [in:] W.M. Grudzewski, I.K. Hejduk (ed.), The enterprise of the future - a strategic vision, Warsaw: Difin. Hołodnik A., Perechuda K., (2017), The enterprise of the future - a strategic vision, Warsaw: Difin. Information society in Poland in 2017, CENTRAL STATISTICAL OFFICE Warsaw, (20.10.2017) Nawrocka E., (2015), Innovation of tourism enterprises as a factor in the development of the tourist region, STUDIES OF THE ECONOMIC UNIVERSITY IN WROCLAW, nr 393. OECD, (1996), The knowledge-based economy, Paris. Orlin K., Sawińska A., SidorkiewiczM., The use of e-promotion on the spa market, in: Spas and their curative and tourist function, ed. by A. Szromka, Cracow 2012, p. 94. Szapiro P., Ciemniak R., Internet - a new company strategy, Difin, Warsaw 1999. Tutaj J., (2015), Innovations in the organization on the example of the Lower Silesian spa company, in: Innovativeness in the economy, organization and technology, ed. by A. Balcerek and Z. Malary, Wrocław. Wiktor J., (2005), Promotion. The company's communication system with the market, Warsaw: PWN. Zadura-Lichota P., (2015), Innovative entrepreneurship Revealed and hidden potential for innovation in Poland, Innovative entrepreneurship in Poland. The hidden and hidden potential of Polish innovation, ed. Redakcja Paulina Zadura-Lichota.