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2013, br. 30, str. 63-79
Finansijska vrednost brenda i brend ekviti - perspektiva kompanije i potrošača
Univerzitet Singidunum, FEFA - Fakultet za ekonomiju, finansije i administraciju - FEFA, Beograd

e-adresasladjana.starcevic@gmail.com
Ključne reči: brend; vrednost brenda; brend ekviti; percepcija potrošača; neopipljiva imovina; gudvil
Sažetak
Ime brenda kao neopipljiva imovina predstavlja većinski deo ukupne korporativne vrednosti uspešnih kompanija. Vrednost brenda mora da se posmatra iz ugla potrošača, jer ono što potrošači osećaju i misle o brendu utiče na finansijski procenjenu vrednost brenda. Rad se prvenstveno bavi jasnim razgraničenjem i pojašnjenjem značenja pojmova 'vrednost brenda' (brand value) i 'brend ekviti' (brand equity), koji se u domaćoj literaturi često mešaju. Brend ekviti je intrapersonalna konstrukcija, koja posreduje pri uticaju marketinških aktivnosti kompanije na ostvarene tržišne rezultate. Vrednost brenda označava finansijski procenjenu tj. monetarno izraženu vrednost brenda, a istovremeno je ishod upravljanja ekvitijem brenda. Kako su ovi koncepti u uzročno-posledičnom odnosu, krajnji cilj jeste takvo upravljanje ekvitijem brenda da se osnaži i poveća vrednost brenda. U radu je istraženo i hronološki predstavljeno kako su ovi koncepti zaživeli u teoriji i praksi. O ovoj temi malo se pisalo u domaćoj literaturi, te rad daje određeni doprinos objašnjenju ovih koncepata.
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jezik rada: srpski
vrsta rada: naučni članak
objavljen u SCIndeksu: 23.01.2014.

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