Naslov
Marketing determinants of brand

Autori
Medić, Mane ; Medić, Igor ; Pancić, Mladen

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

Izvornik
Interdisciplinary Management Research VII / Bacher, Urban ; Barković, Dražen ; Dernoscheg, Karl-Heinz ; Lamza-Maronić, Maja ; Matić, Branko ; Pap, Morbert ; Runzheimer, Bodo - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences, 2011, 86-94

ISBN
978-953-253-096-4

Skup
Interdisciplinary Management Research

Mjesto i datum
Poreč, Hrvatska, 11.05.2011. - 13.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
nova marketing paradigma; marka; zaštitni znak; brand; branding
(new marketing paradigm; mark; trademark; brand; branding)

Sažetak
Stemming from the new marketing paradigm, i.e. placing the emphasis in the marketing campaign on the customer preference, the customer s comprehension of products and services which satisfy their needs is placed foremost. Therefore, the notions of product, trademark, mark and brand are considered and contrasted in the paper, i.e. the most common meanings or the aforementioned notions in the domestic and foreign literature are given. Up until today, marketing has mainly been based on the product quality, trade-mark development and brand creation. The contemporary marketing starts more frequently from brand creation, which is then added the characteristics of trade-mark, mark and product. This paper is based on the conventional marketing theory postulates, those being the consumer's needs and desires that must be satisfied, as well as stimulated the experiential and emotional aspect of the consumer-brand relationship viewed through tendencies, lifestyle and motives governing the contemporary society. Theoreticians' marketing definitions review leads us to the conclusion that all mainly abide, with minor modifications, by the American Marketing Association definition from the beginning of the 1960s in which the mark treatment is too static and represented as the mere recognition device, whereas the contemporary life talks of strategists' aspiration in mark specificity, superiority and value creation, as well as consumer identity and relationship creation. Today, brands are owned by their manufacturers, whereas in the future they will more frequently be owned by the consumers. The aforementioned statement reminds us of the Walter Landor quote: Products are created in the factory, but brands are created in the mind. The majority of marketing theoreticians conclude their research with the mark ; something the authors of this paper are not satisfied with, but rather point to the brand features as the foundations in defining marketing activity of contemporary conceived companies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA