Creating brand market value

Aleksandar Brzaković; Tomislav Brzaković; Pavle Brzaković

doi:10.5937/AnEkSub1942017B

Aleksandar Brzaković Univerzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Belgrade, Republic of Serbia
Tomislav Brzaković Univerzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Belgrade, Republic of Serbia
Pavle Brzaković Univerzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Belgrade, Republic of Serbia

DOI: https://doi.org/10.5937/AnEkSub1942017B

Keywords: brand, brand creation, brand creation models, market value of the brand

Abstract

The brand represents valuable intangible assets and one of the most important resources that offers a number of benefits and therefore the brand must be constantly built and carefully managed. Through marketing efforts, companies try to create a strong and recognizable brand, which is actually something that exists in the minds of customers. Creation of a brand implies a number of activities: designing the brand elements, a unique trademark, characteristic propaganda messages and other activities aimed to position the brand on the market. The process of creating the market value of a brand aims to maximize the value of the brand itself. The three most important models in the brand planning and creating process are: brand positioning model, brand resonance model and brand value chain model.