Brand management proces u bosanskohercegovačkim kompanijama
BRAND MANAGEMENT PROCESS IN COMPANIES IN BOSNIA AND HERZEGOVINA

Summary/Abstract: Brand management is one of the key processes within a company. Managing a successful brand means constant market research, development of positioning and evolution strategy, or even rebranding. This article has a goal to research brand management concept adoption in BH companies, which had developed corporate, trade or product brand(s). Also, goal is to research the differences between theoretical brand management concept and actual situation within BH companies, as well as to uncover the reasons of differences between theory and practice. Research shows that the brand management in BH companies is still in its early stages, and we could say it’s still in beginning stage. Only few domestic companies have adopted modern brand management approach. Research shows that main reason for non-existing modern brand management practice is not lack of theoretical knowledge of brand managers itself. Main problem is still non-separated ownership and managing function within companies, which has dominant influence to final approval of brand management plans.

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