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Purpose -In recent years, the world food market has undergone an accelerated process of concentration and consolidation. These intensive processes increase the competitive advantage of operating activities on the global market and are the result of numerous changes in the period of new economy. What is the meaning of brand management and how is it dealt with in practice? What is the importance of positioning in the light of brand image and identity? Which are the ways to measure the brand strength with the aid of the brand potential index (BPI) and to identify the characteristics (key drivers) which have the greatest influence on brand strength? All these are questions for which this paper seeks to provide answers. Design/methodology/approach -The answers to the research questions were gained using the GFK target positioning research with which a brand analysis of high-volume products was carried out in the light of its key characteristics: brand as a product, opportunities and risks involved in the brand on the market, competition analysis, analysis of brand's personality, target group analysis (market segmentation), and marketing cluster analysis. Findings -Based on the case study, the paper demonstrates the applicability of the research in the process of brand evaluation, determining the positioning and communication guidelines on the example of food products brands. Originality/value -The paper is important in identifying the sources of brand value.

Purpose -In 2006 the world global poultry meat market was developing under the influence of shocks caused by the outbreak of the avian influenza which spread to the poultry meat market at the end of 2005. The virus affected the entire world poultry meat industry and thus visibly marked the world trade in poultry meat in 2006. This paper aims to investigate these issues. Design/methodology/approach -The paper concentrates on the results of the primary quantitative research which was carried out by using a method of individual personal interviews in a sample of n ¼ 2,452 poultry meat consumers, aged between 18 and 65 years and in the selected countries of Central and Eastern Europe (Slovenia, Bosnia and Herzegovina, Serbia). A positive perception of poultry meat was determined since the consumers in all three analyzed countries perceived it as tasty and healthy. Special attention was devoted to studying the importance of meat origin in a buying-decision-making process. Findings -The trends in poultry meat consumption which were determined in the study of the European poultry meat market were thus confirmed with the quantitative research carried out in the selected countries of Central and Eastern Europe. Originality/value -The positive perception of poultry meat and the importance of its origin in the buying-decision-making process are evident in all the analyzed countries of Central and Eastern Europe.