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Anali Ekonomskog fakulteta u Subotici
2019, br. 42, str. 17-32
jezik rada: srpski
vrsta rada: pregledni članak
objavljeno: 26/12/2019
doi: 10.5937/AnEkSub1942017B
Creative Commons License 4.0
Izgradnja tržišne vrednosti brenda
Univerzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Beograd

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

Sažetak

Brend predstavlja vrednu neopipljivu imovinu i jedan od najvažnijih resursa, koji nudi niz koristi, i zato se brend mora konstantno izgrađivati i njime se mora pažljivo upravljati. Kompanije marketinškim aktivnostima nastoje da stvore snažan i prepoznatljiv brend, koji je zapravo nešto što počiva u umovima kupaca. Stvaranje brenda podrazumeva niz aktivnosti na osmišljavanju elemenata brenda, jedinstvenog zaštitnog znaka, karakterističnih propagandnih poruka i ostalih aktivnosti u cilju pozicioniranja brenda na tržištu. Cilj procesa stvaranja tržišne vrednosti brenda jeste maksimalno moguće uvećanje njegove vrednosti. Tri najznačajnija modela u procesu planiranja i izgradnje brenda jesu model pozicioniranja brenda, model odjekivanja brenda i model lanca vrednosti brenda.

Ključne reči

brend; stvaranje brenda; modeli kreiranja brenda; tržišna vrednost brenda

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