Professional paper
Communication of the Value of an Innovative Brand Based on Market Needs and Perceptions – The Case of Robonostra by Smart Automation Ltd.
Boris Marjanović
; Istrian University of Applied Sciences
Ivan Brečević
; Istrian University of Applied Sciences
Vladimir Filipović
; Istrian University of Applied Sciences
Abstract
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.
Keywords
innovative product, brand, brand values, brand building, marketing communication, B2B marketing
Hrčak ID:
352244
URI
Publication date:
15.10.2026.
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