Imidž marke - posredna karika pri kreiranju vrijednosti marke
Brand image - indirect link in creating image value

Summary/Abstract: This paper presents an analytical review of two concepts – brand image and brand value, in the context of strategic positioning of the brand that a company uses to attain a distinctive competitive advantage in the minds of consumers and other stakeholders. Consequently, a basic methodological procedure used in this paper is an analysis, i.e., disassembling the listed concepts into their integral parts, for the purpose of their studying. An explication as the methodological procedure has been used to the great extent, because this paper is based on observing the causal and functional connections between the particular elements, rather than on their simple description. The paper shows that brand image and brand value should not be observed as two separated and exclusively “managing” concepts. First of all, we are talking about two psychological and mutually dependent concepts, because the consumers’ brand associations are the key element in the brand value formation and management. More accurately, the brand provides value to the particular firm by generating value for the consumers, and the process of positioning is nothing else but what you do to the minds of the consumers to make them accept your offer.

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