ABSTRACT
The strongest tool for communication between a company and its customers is the brand. A strong brand should encourage customers to buy the product or service offered, as it is treated as a guarantee of its good quality. The aim of this publication is to present the importance of a strong brand in family businesses. The main research problem is the question, how does the brand affect the recognition and success of a family business? The theoretical part of the paper presents definitions of the brand, its purpose and information concerning family businesses in Poland. The current situation in the Polish market of children’s toiletries was also presented. The research method used in the article is a case study method. The results of the research allowed us to draw conclusions which are included in the final part of the paper. The research shows that a strong brand plays an important role in the development of a family business.
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