Izvorni znanstveni članak
BRAND AND ITS INFLUENCE ON CLIENTS AND COMPANIES
Martina Zelić
orcid.org/0000-0001-9280-5647
; Mostar
Sažetak
The work will try to clarify the relationship of globalization processes
and brand, as well as influence of brand on clients and companies, which
is bigger today than ever before. The developed world, the agents of globalization
(USA, EU, Japan and China) carry the process of globalization
and it is them indeed who take the best advantages of current global circumstances.
With the development of information and communication
technology the world has become a unified system and the link between
two subjects in two different parts of the world is often established in a
few minutes. We witness the growing interdependence between the states
around the world and the occurrence of a sequence of independent
processes which occur and cover states, regions and the whole world.
The contemporary man is put in front of new challenges. Changes in the
surrounding completely conditioned new trends in consumer behaviour.
Day after day the market is becoming ever more demanding, the competition
grows, the result of which is the increased importance of brand.
Global brand available to everybody is developed as a consequence of
globalization processes. That is the reason because of which this work
will discuss the influences of brand on clients and companies.
Ključne riječi
globalization; global brand; brand; brand identity; brand elements; internationalization; positioning; branding
Hrčak ID:
228202
URI
Datum izdavanja:
11.12.2013.
Posjeta: 1.014 *