Naslov
IMPORTANCE OF BRAND ARCHITECTURE STRATEGY IN REPOSITIONINIG PROCESS

Autori
Mulović, Ana ; Vranešević, Tihomir

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

Izvornik
1st International M-Sphere Conference for Multidisciplinarity in Business and Science Books of Proceedings Part 1 / Vranešević, Tihomir ; Peručić, Doris ; Mandić, Miroslav ; Hudina, Boris - , 2012, 345-349

ISBN
978-953-7930-00-4

Skup
1st M-Sphere Conference Multidisciplinarity in Business & Science

Mjesto i datum
Dubrovnik, Hrvatska, 04.10.2012. - 06.10.2012

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand ; brand management ; repositioning ; brand architecture

Sažetak
Brand repositioning has become an integral part of the company's strategy in order to retain or/and maintain a stable market brand position and brand strength. Brand management in terms of hipercompetition is considered to be a imperative for a company’s survival on the market. Brand repositioning is has become more valuable in strategic brand management as companies strive follow with frequent changes and innovations. It is necessary to take a specific position in the minds of consumers, completely different from other competitors. Following the market trends, the success of the brand will be a long-term only if it continues to strengthen over the time. Brand repositioning can be seen as a process of adapting brand to changes in order to differentiate brand from competitors. In process of brand repositioning, brand architecture strategy need to be completely reviewed and created strong relationships and interrelationships between brands. Clearly defined brand architecture is not a technical or tactical problem ; it is a strategic issue for company. A key element for brand success is the creation of harmonic and consistent brand architecture through markets and product lines, which define the number of levels and brands at each level. This article gives an overview of different approaches in defining the brand architecture in the process of brand repositioning.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

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