Naslov
Brand Metrics as a Tool in Regional Performance

Autori
Mrčela, Dajana ; Mikrut, Martina ; Ham, Marija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economy of Eastern Croatia - Vision and Growth: 6th International Scientific Symposium / Mašek Tonković, Anka - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2017, 909-917

Skup
6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth"

Mjesto i datum
Osijek, Hrvatska, 25.05.2017. - 27.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand metrics ; brand strength ; brand pyramid ; regional performance

Sažetak
An increasing interest in the continuous evaluation of brand metrics and brand performance has been observed over the last decade in both, academic and business environment. Research based models which objectively measures the brand strength are important, since brands are believed to be strong influencers of critical business outcomes, such as sales and market share. Furthermore, strong brands help in creating greater loyalty and less vulnerability to competitive marketing actions and decrease elastic responses to price. Examples of brand metrics i. e. brand pyramid, brand strength, brand equity etc. like many other constructs ; have been defined and measured in numerous ways. It is sometimes identified with f tangible financial assets of a firm. However, from a marketing research perspective, brand metrics are often viewed conceptually- as a framework for understanding the power of the intellectual and emotional associations consumers have with particular named products and services. In contrast to the absolute financial valuation, marketing researchers seek to measure and understand brand strength for strategic positioning and planning. Especially so in FMCG industry, since production companies can be observed as one of the main drivers of regional performance and development. The aim of this paper is to provide a theoretical framework for understanding the key concepts related to the brand metrics segment and to help create a clearer picture of Eastern Croatia production brands strength. Except secondary data from the available literature and previous research, for the purpose of this analysis, backdate of 4 research waves through 2 years (2 waves per year 2015 and 2016) were used. All of those conducted on a representative, random sample of Croatian citizens older than 15 years, (n=2.000 per wave, in total 8.000 respondents), examining (as a part of a wider study) brand strength of FMCG producers in Croatia. Special focus will be on brand strength position of production brands in East Croatia in comparison to other regions in Croatia. Understanding brand metrics in combination with attitudes of the respondents with regard to observed socio-demographic characteristics of the sample can be crucial for strategic planning of regional development.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA