engleski

Defining slavonian brands as a vehicle of economic development

Purpose and goal: The research topic, from an economic point of view, includes exploring the preconditions for creating a brand in the food industry based on the theoretical and historical insights into the development of traditional products, as well as designing marketing strategies in the process of brand development. Methodology: Analysis of existing research into brand equity in the food industry and the values characterizing the brand in the hierarchy of factors influencing the purchase decision process. Main results: Replacing the 4P concept (product, price, place, promotion) with the “consumer is everything” concept, i.e. the consumer's perception of the product. Implications: Based on the insights gained, effective marketing strategies for the development and monitoring of the brand will be devised.

defining a brand ; brand creation ; brand management ; regional identity of brands ; Slavonia

This work has been fully supported-supported in part by Croatian Science Foundation under the project (3396). Zbornik radova je indeksiran u: Thomson Reuters, Web of Science, Core Collection ; EBSCOhost ; EconPapers