engleski

The impact of the information and communication technology on the brand management

Creating a global brand is perhaps the greatest challenge for the company and one of the main sources of competitive advantage. The challenge that global companies are faced with is not making a brand that will meet customer needs in individual markets, but to create brands that exceed national boundaries. The development of the global market infrastructure has acted as a major factor in the spread of marks. Global and regional media have provided a simple, economical and efficient basis for advertising of brands, and internationalization of the wholesale and retail trade has further facilitated and encouraged their development. Communications and information technology progress is continually improving global growth of brands and redefines their communication with consumers. Strong media growth has provided passive communication of marks with consumers, and increased international travel and migration, as well as the overall mobility of consumers, had a positive effect on the active communication and popularization of global marks.

Brand management; ICT brands; ICT technology; analysis

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