Zaufanie jako element zarządzania marką

The article presents the problem of consumer confidence in the brand of product or service. The brand is one of the most important elements of modern marketing. Recognizable brand is an asset the company. Either buying the brand the consumer is purchasing a promise. The product should meet the demands of the consumer. Product brand leads the consumer to purchase. The marketing communication process is done by brand. The competition between companies has become a war between the brands.