Economic Themes (2010) 48 (2) 12, 297-312
Vaso Arsenović, Saša Tomić
Abstract: Brand management in the marketing strategy implementation has been getting on the importance of the market because one product does not compete to another – today it makes brend to brend. Once recognized brand, and even the most successful one, can not long survive within the market if it is not implemented brand strategy. Company through the creation of successful and powerful brand strengthens its value. With the increasing value of brand, the company increases its market value and ensures long-term business and profitability.
Keywords: brand; value; loyalty; strategy; positioning
BRAND MANAGEMENT IN FUNCTION OF THE CORPORATE MARKETING STRATEGY IMPLEMENTATION
Vaso Arsenović, Saša Tomić
Abstract: Brand management in the marketing strategy implementation has been getting on the importance of the market because one product does not compete to another – today it makes brend to brend. Once recognized brand, and even the most successful one, can not long survive within the market if it is not implemented brand strategy. Company through the creation of successful and powerful brand strengthens its value. With the increasing value of brand, the company increases its market value and ensures long-term business and profitability.
Keywords: brand; value; loyalty; strategy; positioning
