Brand as economic, social, psychological and phylosofical category (CROSBI ID 596192)
Prilog sa skupa u zborniku | izvorni znanstveni rad | domaća recenzija
Podaci o odgovornosti
Medić, Mane ; Jukić, Dinko ; Pancić, Mladen
engleski
Brand as economic, social, psychological and phylosofical category
In this paper we will compare four scientific approaches in order to explain, define and characterize the phenomenology of brand that has been insufficiently studied, especially in this way so far. What is relevant about brand refers to the interaction that creates a range of emotional, rational, cultural and sociological images that associate with the producer. Periodization component of a brand is different in marketing literature mostly because of specific interlinguistic variations, i.e. American literature, as opposed to the European or Australian, names the concepts in a different way, i.e. trade mark, register mark, service mark. We should be especially careful, because in certain cases it is not about synonym pairs, as the expression “marka” cannot be the substitute for “brand” in Croatian language because of significant and semantic reasons. Brand is observed through the concept of optional brands, as well, i.e. as product, private and generic brand. Dealing with brand does not comprise only the issue of product domination, i.e. market competition, but also offering different variations and meeting customer needs. Today the brand phenomenon is very close to the status of groups and individuals, and is more and more identified through emotional connotations of the consumer. In this paper the brand phenomenon is observed through all four categories, and the rich, contemporary, English and Croatian literature confirms that.
brand; phenomenology of brand; four categories of brand (economic; social; psychological and phylosofical)
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Podaci o prilogu
399-406.
2011.
objavljeno
Podaci o matičnoj publikaciji
Markić, B.
Mostar: Ekonomski fakultet Sveučilišta u Zagrebu
9-772233-026003
2233-0267
Podaci o skupu
"Economic theory and practice: meeting the new challenges"
predavanje
11.11.2011-12.11.2011
Mostar, Bosna i Hercegovina