Pregledni rad

PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

Branislav Lijović

Sažetak

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.

Ključne riječi

product brand; product brand identity; elements of product brand identity; image of a product’s brand; management of product brand identity

Hrčak ID:

94879

URI

https://hrcak.srce.hr/94879

Datum izdavanja:

3.12.2012.

Podaci na drugim jezicima: hrvatski

Posjeta: 11.146 *