Role of Marketing Metrics in Strategic Brand Management
Uloga marketinške metrike u strateškom upravljanju markom
Abstract
This paper shows the role and importance of a brand as a strategic instrument of a company, that ensures sustainability of company’s performance in the market on a longer-term basis. To achieve brand competitiveness, it is necessary to manage its equity, which is presented in this paper as an imperative of everyday business operations. Brand evaluation in strategic management is conducted by measuring brand performance in the market, finding measures and ways to manage the brand successfully in order to increase its equity using the set of marketing metric indicators.
Apstrakt
U ovom radu je prikazana uloga i značaj marke kao strategijskog sredstva kompanije koja svojom vrednošć na tržištu obezbeđuje održivost poslovanja kompanije na duži vremenski period. Kako bi marka bila konkurentna potrebno je upravljati njenom tržišnom vrednošću što je u radu prikazano kao imperativ svakodnevnog poslovanja. Današnja nastojanja (pritisci) da se smanje troškovi znači da je u poslovanju potrebno primeniti proceduru merenja, a osnovno pravilo merenja zasniva se na parametrima kojima se procenjuje dostignuće planiranih ciljeva. Marketinška metrika primenom svojih indikatora i mehanizama praće-nja tržišta, može da odgovori na mnoga ključna pitanja od presudne važnosti za poslovanje kompanije.
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