Vrednovanje marke kao ključne intelektualne imovine iz perspektive potrošača
Brand as a Key Intellectual Property Value from the Consumer Perspective
Apstrakt
Svrha i predmet rada je da istraži suštinu koncepta vrednosti i vrednovanja marke kao važne intelektualne imovine preduzeća i identifikuje ključne elemente za upravljanje njenom vrednošću u cilju zadržavanja postojećih i sticanja novih potrošača, rasta tršišnog učešća, prihoda od prodaje, dobiti, a onda i doprinosa uvećanju vrednosti preduzeća i nivoa ukupne poslovne konkurentnosti. Cilj rada je da se na osnovu analize različitih metodologija za vrednovanje marke iz perspektive potrošača identifikuju njihove prednosti i ograničenja radi unapređenja i lakše primene u praksi preduzeća i specijalizovanih marketing agencija. U istraživanju su korišćene metode analize i sinteze. Strukturu rada čini nekoliko celina. Najpre se objašnjava koncept marke i vrednosti marke. Nakon identifikovanja dimenzija vrednosti marke, pažnja autora se fokusira na direktne i indirektne metode za utvrđivanje vrednosti za marke za potrošače. Rezultati ovog istraživanja jesu identifikovane prednosti i ograničenja analiziranih metodologija za vrednovanje marke, kao i preporuke u njihovoj praktičnoj primeni. Navedeni rezultati istraživanja u funkciji su unapređenja određenih metodologija i njihovog efektivnog izbora od strane marketing menadžera u cilju identifikovanja vrednosti i upravljanja markom, a u funkciji uvećanja intelektualnog kapitala i unapređenja konkurentske pozicije preduzeća.
Abstract
The purpose and object of this paper is to explore the essence of the concept of value and brand valuation as important intellectual property of an enterprise and to identify the key elements for managing its value in order to retain the existing and win new customers, to increase the market share, sales revenues, profits, and eventually to contribute to the increase of the enterprise value and the level of overall business competitiveness. The aim of this paper is to identify, based on the analysis of different methodologies for valuing brands from a consumer perspective, their strengths and limitations in order to improve and facilitate their application in the practice of enterprises and specialized marketing agencies. The methods of analysis and synthesis were used in the research. The structure of the paper consists of several units. First, the concept of brand and brand value is explained. After identifying the dimensions of brand value, the author‘s attention is focused on the direct and indirect methods for determining the value of the brand to consumers. The results of this research reflect in identified strengths and limitations of the analyzed methodologies for valuing brands, as well as recommendations for their practical application. The above results of research are aimed at the improvement of certain methodologies and their effective choice by the marketing managers in order to identify the brand value and manage it, with a view to increase intellectual capital and improve competitive position of the enterprise.
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