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Anali Ekonomskog fakulteta u Subotici
2019, iss. 42, pp. 17-32
article language: Serbian
document type: Review Paper
published on: 26/12/2019
doi: 10.5937/AnEkSub1942017B
Creative Commons License 4.0
Creating brand market value
University of Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Belgrade

e-mail: aleksandar.brzakovic@gmail.com, tomislavbrzakovicmef@gmail.com, pavlebrzakovic@yahoo.com

Abstract

The brand represents valuable intangible assets and one of the most important resources that offers a number of benefits and therefore the brand must be constantly built and carefully managed. Through marketing efforts, companies try to create a strong and recognizable brand, which is actually something that exists in the minds of customers. Creation of a brand implies a number of activities: designing the brand elements, a unique trademark, characteristic propaganda messages and other activities aimed to position the brand on the market. The process of creating the market value of a brand aims to maximize the value of the brand itself. The three most important models in the brand planning and creating process are: brand positioning model, brand resonance model and brand value chain model.

Keywords

brand; brand creation; brand creation models; market value of the brand

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