Naslov
Marketing Research for the Brand Management – theoretical framework with the practical implications

Autori
Vranešević, Tihomir ; Tomašević Lišanin, Marija ; Mandić, Miroslav ; Pavičić, Jurica

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
CD zapis / - , 2004

Skup
SEEMAR 2004, South East European Marketing Research Conference

Mjesto i datum
Beograd, Srbija, 24.05.2004. - 26.05.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand management; brand management marketing reseach; BM models

Sažetak
New Marketing developments from developed world, with globalization and internationalization of the business, are rather quickly arriving to the transitional environment. However, they are bringing, with them, also the new challenges in brand management for many domestically produced brands. The need for more sophisticated brand management techniques is rather accented. As, in the other part of the world, measuring of brand equity is generally becoming more important in emerging economies, and it represents a first step in implementation of successful brand management. In the first part of the paper, authors are discussing more or less known methods, for such a purpose. In the second part of the paper, are represented selected cases of brand measurement efforts for some domestic and international brands to be found at Croatian market. Some of the researched cases were one-time projects, but others encompass results from the longitudinal research done, for the chosen brands. In such a way it was possible, for the brand mangers and their supervisors, to track changes in the brand value and their market position, what could enable them to correlate achieved results with past and current marketing actions, aimed at building and maintaining positive brand image and market position in target markets.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA