Specifičnosti izgradnje brenda na poslovnom tržištu
Characteristics of the Brand Building on the Business (B2B) Market
Apstrakt
Autor se u ovom radu bavi analizom specifičnosti izgradnje Brenda na poslovnom tržištu. Strategije brendiranja na poslovnom tržištu su kompleksne i zahtevne za implementaciju zbog mnogobrojnih ograničavajućih faktora. Izgradnja brenda na poslovnom tržištu je obeležena specifičnostima proizvodnih dobara. Svrha istraživanja prezentovanog u ovom radu je da ukaže na jedinstvenu ulogu integrisanim marketinških aktivnosti u uspešnoj izgradnji brenda na poslovnom tržištu. Vrednost B2B brenda se gradi putem funkcionalnih karakteristika i performansi proizvoda (funkcionalnih vrednosti) i emocionalnih vrednosti, koje zajedno garantuju isporuku jedinstvenog iskustva poslovnim kupcima. Instrumenti brendiranja su svi instrumenti marketing miksa. Svrha istraživanja prezentovanog u ovom radu je da ukaže na značaj primene strategija brendiranja na poslovnom tržištu.
Abstract
This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.
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