engleski

IMPORTANCE OF BRAND MANAGEMENT FOR WOOD SECTOR DEVELOPMENT

Spačva basin in Vukovar-Srijem County is the largest integrated complex of low land oak forest in Europe (Klepac, 2000) with 96% of world-famous Slavonian oak. Brand strategy will be important part of regional strategy and region branding with brand management team and formal brand building system. Development of consumer brand vision by implementing brand strategy will position superordinate umbrella brand of Slavonian oak in consumers’ minds creating a strong platform for subordinate companies’ brands and finished products brands. This thesis focuses on importance of brand management for wood sector development in Vukovar-Srijem County.

Brand management; wood industry; forestry; regional development

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