Branding building in the construction sector. Case study of Budimex

Abstract

The article discusses branding strategies and the use of social media in the construction sector, with emphasis on Budimex's example. The construction industry, despite challenges such as increasing costs and a lack of employees, strives for sustainable development, increasing energy effciency, and caring for the environment. Budimex effectively builds its brand through effective branding elements and dynamic management of its presence in social media, which increases its recognition and allows it to reach customers better, even though technical and financial criteria remain key in tenders.