Vrednost brenda za potrošače i preduzeća
Brand Values for Consumers and Companies
Apstrakt
U savremenom poslovnom upravljanju koje karakteriše sve intenzivniji konkurentski pritisak marketing dobija sve dominantniju ulogu. Kompanije na tržištu su sve više izložene konkurentskom pritisku usled rasta broja ponuđača i supstitutivnih proizvoda na domaćem tržištu i rastu inostrane konkurencije usled globalizacije svetske ekonomije. Od uspešnosti upotrebe marketinških alata najvećoj meri zavisi ostvarenje očekivanih finansijskih efekata, kao i opstanak kompanija na tržištu na srednji i dugi rok. Brend je koristan marketinški alat koji u savremenim uslovima poslovanja predstavlja značajan izvor konkurenstke prednosti. Koncept i suština brenda poslednjih godina su značajno promenjeni u odnosu na period od pre dvadeset i više godina. Na brend se ne gleda više samo kao na marku ili znak, već na alat koji kreira vrednost za potrošače i značajno doprinosi poboljšanju konkurentske pozicije kompanije na tržištu. U procesu izgradnje brenda potrebno je poći od elemenata koji utiču na kreiranje vrednosti za potrošače i dosledno primenjivati mehanizme kako bi se funkcija brenda bila u funkciji poslovanja i omogućila kompanijama ostvarivanje maksimalnih efekata u pogledu rasta konkurentske prednosti. Istovremeno je bitno, zbog analize finasijske isplativnosti investicija u izgradnju brenda, sagledati i uticaje brenda na finansijske performanse kompanije. Cilj rada je da ukaže na ulogu, značaj i pojam brenda u savremenom marketingu, istakne ulogu i način kreiranja vrednosti za potrošače uz pomoć brenda što doprinosi poboljšanju konkurentske pozicije i ukaže na uticaj brenda na finansijske performanse kompanija.
Abstract
In contemporary business management, which is characterized by intense competitive pressure, marketing is getting more and more dominant role. Companies on the market are more exposed to competitive pressure due to the growing number of suppliers (bidders) and substitutive products on the home market, and increase of foreign competition due to the world economy globalization. The success of marketing tools usage largely depends on the expected financial effects realization, as well as the survival of company on the market does, both in long and short terms. Brand marketing is a useful tool in modern business environment and it is an important source of competitive advantage. The concept and essence of brand have been significantly changed recently, compared to the period of twenty or more years ago. Brand is no more considered as just a label or sign, it is a tool that creates value for consumers and significantly contributes to improving the competitive position on the market. In brand creating process one should start from the elements that influence the creation of value for consumers and to consistently apply mechanisms to maximize the function of the brand on the market and enable companies to achieve maximum impact in terms of achievement of competitive advantage. It is important at the same time, in the respect of analysis of the financial payback investment in brand creating, to conceder brand impacts on the financial performance of the company. The aim of this paper is to point out the role, importance and concept of brand in modern marketing, and to highlight the role and way of creating value for consumers with help of the brand, which contributes to improving the competitive position and points out the brand influence on the financial performance of companies.
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