BRENDIRIRANJE KAO PREUVJET STVARANJA POZITIVNOG KORPORATIVNOG IMIDŽA U JAVNOSTI
BRANDING AS A PREREQUISITE TO CREATING A POSITIVE CORPORATE IMAGE IN THE PUBLIC

Summary/Abstract: A product or a service represents that which is currently in the market, while the brand depicts what is inside the minds and consciousness of the consumers. Therefore, in order for the brand to be successful and outperform its competitors, first, it needs to be adequately positioned in consumer awareness. A brand that is customer loyalty worthy, recognizable and of high quality, are undoubtedly some of the main factors of business successfulness and a driver of profitable growth and development of modern companies. Product branding is the process that is employed ever since the inception of the market, and its basic functions have remained the same from the very beginning: displaying the origin of products and ensuring quality. Consumer perception is the very basis for positioning, and it consists of creating a position or a psychological identity in the minds of potential consumers. Between the brand and the consumer, a whole range of emotions, relationships and feelings may develop, which are inherently typical of relationships among humans. Brands are created by experienced marketing teams, who are examining the market, defining target groups and therefore focusing their activities, building a strategy that would eventually turn their product into a brand. However, in order for a particular brand to survive, it must represent a certain economic value for the buyer. It must provide more than what the user paid for and expected from the product or service and fulfill what it claimed to achieve as well as meet the need for quality and durability. The successful initial sale does not automatically result in a brand. A product or a service needs to be constantly upgraded and perfected in terms of innovativeness, so that the consumer could eventually establish the so called emotional connection with a brand. Only a long term successful trade in the market turns a product into a brand. Commercial brands should be introduced with caution, in a planned and analytical manner, in order to achieve the best possible results. In this scientific paper, we will offer an explanation of the concept of branding, list the elements of a brand, note some of the presently largest successful brands, and define the perception of consumers about branding. Moreover, we will explain the extent of the role a brand actually plays in determining the quality of a particular company.

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