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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



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.


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


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