Stručni rad
Communication of the Value of an Innovative Brand Based on Market Needs and Perceptions – The Case of Robonostra by Smart Automation Ltd.
Boris Marjanović
; Istarsko veleučilište u Puli, Pula, Hrvatska
Ivan Brečević
; Istarsko veleučilište u Puli, Pula, Hrvatska
Vladimir Filipović
; Istarsko veleučilište u Puli, Pula, Hrvatska
Sažetak
This paper analyzes the process of shaping the value of an innovative brand based on the identification
of target market needs. The results of the analysis enabled the identification of key values on which an
innovative brand should be built and which should be clearly reflected toward the market. The paper
is based on the premise that brand success depends on the clear and consistent formulation of values,
their alignment with the needs of target customers, and the effective communication of these values.
The paper presents the case of identifying and shaping the brand values of the Robonostra product,
which may serve as a framework for brand value development in business practice more broadly.
Ključne riječi
innovative product, brand, brand values, brand building, marketing communication, B2B marketing
Hrčak ID:
352244
URI
Datum izdavanja:
15.10.2026.
Posjeta: 0 *