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...
| Main Author: | |
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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 |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/139707 |
| _version_ | 1797331213434748928 |
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| author | Branislav Lijović |
| author_facet | Branislav Lijović |
| author_sort | Branislav Lijović |
| collection | DOAJ |
| description | 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
and desired market positioning of a brand is implemented by means of product brand identity
and a combination of its elements. Systematic creation and identity management of a product’s brand
resulted in the uniqueness of the brand, and set the foundation for building the entire process of product
brand management. |
| first_indexed | 2024-03-08T07:31:09Z |
| format | Article |
| id | doaj.art-749491790fe64cd38c4a0414da051738 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T07:31:09Z |
| publishDate | 2012-12-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-749491790fe64cd38c4a0414da0517382024-02-02T20:25:12ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062012-12-01XXV2362362PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRANDBranislav LijovićThis 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 and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.http://hrcak.srce.hr/file/139707product brandproduct brand identityelements of product brand identityimage of a product’s brandmanagement of product brand identity |
| spellingShingle | Branislav Lijović PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND Ekonomski Vjesnik product brand product brand identity elements of product brand identity image of a product’s brand management of product brand identity |
| title | PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND |
| title_full | PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND |
| title_fullStr | PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND |
| title_full_unstemmed | PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND |
| title_short | PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND |
| title_sort | product brand identity a factor of successful market positioning of a brand |
| topic | product brand product brand identity elements of product brand identity image of a product’s brand management of product brand identity |
| url | http://hrcak.srce.hr/file/139707 |
| work_keys_str_mv | AT branislavlijovic productbrandidentityafactorofsuccessfulmarketpositioningofabrand |