KORPORATIVNA PREDNOST – PRIVLAČNOST BRENDA

Aleksandar Radulović

doi:10.59417/nir.2019.15.55

Autor(i)

Aleksandar Radulović Internacionalni univerzitet Brčko Distrikt

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https://doi.org/10.59417/nir.2019.15.55

Ključne riječi:

brend, potrošač, percepcija, motivacija, marketing

Sažetak

Pravi i uspešni brendovi imaju veliku privlačnu snagu na trţištu. Oni su pravi magnet za targetirane grupe kupaca i potrošača. Po karakteru ispoljavanja privlačne snage brenda, moţemo razlikovati dve njihove kategorije – brendove koji ispoljavaju funkcionalnu privlačnost i brendove koji imaju asocijativnu privlačnost.

Brendovi sa funkcionalnom privlačnošćuse zasnivaju na tehnološkoj i inovativnoj superiornosti. Komparativne prednosti kod ovih brendova leţe u njihovim funkcionalnim performansama. Komparativne prednosti su opipljive, vidljive i objektivno dokazive. Marketing se dominantno zasniva na tehnološkoj inovativnosti i usklaĎivanju sa istraţivačko-razvojnim aktivnostima. Ovi brendovi predstavljaju kreativne i dobro osmišljene forme zadovoljavanja novih ljudskih potreba i ţelja potrošača.

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