Strategic concept of brand building

The topic of this book relates to the determination of the key elements necessary for the development of the strategic concept of building brand value of the offer. The book includes identifying the sources and the concept of brand value based on consumer s knowledge about the brand offer. The first part of this work includes analysis of offer brand value drivers: choice of brand elements, and other associations which are directly transferred to the brand. The second part of the book analyzes the product brand value concept and the basic strategy of products brand building. The third part of the work includes defining the concept of service branding, branding strategies that are applied in the service sector. The fourth part of the book deals with the elements of the proposal to promote the concept of strategic brand offers. In the last part presents the results of the research on brand elements in the banking services sector in Serbia. The aim of this book is to determine the elements and criteria for consumers in process of defining an offer branding strategy. This book presents the similarities and differences in concepts of building brand value for products and services.

Autorentext

Branka Novcic M.Sc is born on April 11th 1985, in Belgrade, Serbia.The author has published 7 research papers and 3 case studies in national and international journals, and primary areas of focus are her brand management, international marketing and crosscultural communication. Branka is member of EMAC,Knowledge Committee of Serbia and EMRBI.