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Salai, Sudarević, Pupovac: Strategija nastupa i kreiranja brenda proizvoda iz organske proizvodnje

March 16, 2015 urednik 0 Comments

STRATEGIJA NASTUPA I KREIRANJA BRENDA PROIZVODA IZ ORGANSKE PROIZVODNJE

prof. dr. SUZANA SALAI

prof. dr. TOMISLAV SUDAREVIĆ

mr. sc. LJUBOMIR PUPOVAC

SAŽETAK

U četvrtom nivou koncepta proizvoda – proširenom proizvodu, posebno mesto pripada brendu kao elementu „nove konkurencije”. Novu konkurenciju čine, ne ono što se proizvodi već, sve ono što se pridodaje proizvedenim proizvodima, a to je brend. Smatra se da je savremeni potrošač u potrazi za predstavom o sebi (selfconcept) i sopstvenim identitetom u čemu mu upravo brendovi obezbeđuju značajnu podršku. Brendovi postaju segment kulture življenja, brendovima potrošači izražvaju sebe, svoj identitet i svoje vrednosti. Potrošači ne samo sa visokom kupovnom moći već više oni sa manjom kupovnom moći imaju tendenciju da budu najveći ljubitelji brendova jer za njih oni predstavljaju luksuz. Brend je i osnov konkurentske prednosti i dugoročne marketabilnosti i profitabilnosti. Vlasnici brendova koji u svom portfoliju imaju jake i poznate brendove su istovremeno marketabilniji i profitabilniji. Vrednost brenda nije opipljiva već je više fenomen psihološkog karaktera. Cilj stvaranja brenda je formiranje i održavanje pozitivnog i jasnog imidža brenda proizvoda što odražava asocijaciju, percepciju i uverenje potrošača a deluje u pravcu određenog ponašanja potrošača tj. donošenju odluke o kupovini brenda i često lojalnosti. Za svaku grupu organskih proizvoda kreiranje brenda se zasniva na različitim elementima u zavisnosti od potrošača i njihovih očekivanja.

Ključne riječi: brend organskih proizvoda; vrednost brenda; potrošač, strategija, kreiranje, metrika brenda


SUMMARY

MARKET ENTRY AND BRAND CREATION STRATEGIES OF ORGANIC FARMING PRODUCTS

SUZANA SALAI,PhD

TOMISLAV SUDAREVIĆ,PhD

LJUBOMIR PUPOVAC, MSc

At the four level of the product concept – the extended product – a prominent place belongs to the brand, as an element of the “new competition”. New competition refers not to what is produced, but what is added to the manufactured products – in other words, brand. The contemporary producers are considered to be in search of their own self-concept and their own identity, and it is brands that support significant support in this search. Brands become a segment of the culture of living; brands are consumers’ means of expressing themselves, their identities and their values. Not only consumers with high purchasing power, but also those with lower purchasing power tend to be the most inclined to brands, as the latter represent luxury for them. Brand is also the basis of competitive power and long-term marketability and profitability. Brand owners whose portfolio includes strong and renowned brands are also more marketable and profitable. Rather than being a tangible, brand value is more a phenomenon of psychological character. The aim of brand creation is to form and maintain a positive and clear product brand image, reflecting the consumers’ association, perception and conviction, and acting towards a certain mode of consumer behaviour, i.e. making decisions to purchase certain brands, and, often loyalty. For each group of organic products, brand creation is based on different elements, depending on consumers and their expectations.

Key words: organic product brand, brand value, consumer, strategy, creation, brand metrics.

 

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