PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND
This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator...
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| Format: | Article |
| Language: | English |
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Faculty of Economics and Business in Osijek
2012-12-01
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| Series: | Ekonomski Vjesnik |
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| Online Access: | http://hrcak.srce.hr/file/139707 |