Фактори и промотивни стратегии кои влијаат врз креирањето на вредност на брендот

Abstract

The occurrence of various products, services and brands has resulted in bigger and smarter world-wide competitiveness, which has forced companies to think of brand equity from an emotional view rather than looking at it as a financial category. Mutual characteristics of world famous brands and activities which should be taken by companies for creating superior brand equity are the main issues of this dissertation. Creating brand identity is the first step in building brand equity. Brand personality takes a long time to build, and a longer time to change. Brand name, logo, slogan, URLs, characters, jingles and packaging are dimensions that create brand identity. Successful combination of these dimensions creates successful story that leads to recognizable brand identity. Brand identity is bases of promotional activities. Brand equity is determined by positive emotions and feelings expressed through brand associations, brand loyalty, perceived quality and brand name awareness. These are drivers responsible for long-term brand success. Understanding these drivers secures effective and efficient brand strategy amplified with a successful promotional activity, which results in superior brand equity. This dissertation deals with the drivers and promotional strategies that influence the brand equity. It gives a detailed review of terms, measuring methods and actions related to brand associations, brand loyalty, perceived quality and brand name awareness. Also, it clarifies the approaches of designing advertising, sales promotion, direct marketing, sponsorship and public relation, which increases and reinforces brand equity.