Current State of the Advertising in the Process of Brand Value Building and Managing in Slovak Republic

Despite the fact that according to some authors, universal access to advertising and marketing across cultures can be applied considering to globalization (almost in the process of brand building and managing, where brand identity and image have to be uniform to reach goals which were set), there are still national specificities, which form a barrier of general applicability and reduce the effectiveness of applied marketing solutions and processes. One of these specifics is the perception of communication media by consumers and the consequent usage of communication media by marketing managers operating in Slovak Republic. Its knowledge is in terms of the entry of foreign companies and brands to our market very important, and therefore the aim of this paper is to describe the present status of the usage of advertising and relevant media in the branding in Slovak Republic.