Naslov
Brand management in the textile and clothing industry

Autori
Grilec, Alica ; Ujević, Darko ; Brlobašić Šajatović, Blaženka

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

Izvornik
Proceedings of the 7th International Scientific Conference on Production Engineering (RIM 2009) : Development and Modernization of Production / Karabegović, Isak ; Jurković, Milan ; Določek, Vlatko - Bihać, 2009, 179-180

ISBN
978-9958-624-29-2

Skup
International Scientific Conference on Production Engineering (7 ; 2009)

Mjesto i datum
Kairo, Egipat, 26.09.2009. - 03.10.2009

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brands; brand management; textile and clothing industry

Sažetak
The textile and clothing industry of the Republic of Croatia is on the turning point. Preparations for the admission into the European Union are underway, and it is the last moment to create strong and recognizable brands of textile and clothing products which will ensure the survival on the market and differentiate Croatian textile and clothing articles in contrast to numerous competitive products. There are several possibilities of assigning brands in the textile and clothing industry. It is important that each company takes the model which it find the most suitable and that it is aware of its advantages and disadvantages. Moreover, besides the quality, the brand has other meanings too ; in addition to fulfilling basic needs, the brands meet psychological needs (emotional and social). The brand has become a strategic resource of companies and its creation, maintenance and management become the key to the success on the textile and clothing market and a main competitive advantage of the company in relation to the competitors. The fact indicating that companies without a clear mission and vision get lost in a large number of messages on the market emphasizes brand management in managing textile and clothing companies. It is differentiated between brand management in launching a new textile or clothing product and the presence of the product on the market. It is recommended that the Croatian textile and clothing industry is studied as the countries which have joined the European Union and which are comparable with Croatia. It is also important to point out the significance of the adaptation to the trends which are expected in the European Union.

Izvorni jezik
Engleski

Znanstvena područja
Tekstilna tehnologija

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