BRANDING A BUSINESS NAME

Ivan Bulatovic; Sanja Škorić; Vladimir Jovanović

doi:10.5937/ekoPolj1604323B

Authors

Ivan Bulatovic, Ph.D. Belgrade Business School - College of Professional Studies in Belgrade
Sanja Škori?, Ph.D. Law faculty for commercial and judicary in Novi Sad
Vladimir Jovanovi?, Ph.D. Faculty of Economics and engineering Management in Novi Sad

DOI:

https://doi.org/10.5937/ekoPolj1604323B

Keywords:

business name, brand, corporate brand

Abstract

The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others) to position in the required market. Making proft, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specifc identity primarily owing to its business name, which distinguishes it from other companies during that frst period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefts, companies may also have big diffculties and risks in the same process as well.

Downloads

Download data is not yet available.

References

1. Anđelić, D., Jovićević, P. (2008): Analiza fnansijskih izveštaja i poslovanja preduzeća; Zbornik radova Fakulteta za ekonomiju i inženjerski menaxment u Novom Sadu, no. 1, p. 184, Fakultet za inženjerski menadžment u Novom Sadu, Novi Sad, Srbija.
2. Andžić, S., Rajković, M., Ćosić, M. (2016): Nefnansijski aspekti poslovanja kao faktori razvoja preduzetništva, Oditor, Belgrade, Serbia, vol. 2, no. 2, pp. 7-17.
3. Carić, S. (2000): Pravni položaj privrednih organizacija; Centar za privredni konsalting, Novi Sad, Srbija.
4. Clifton, R. (2009): Brands and Branding; The Economist, London, pp. 11, England.
5. Filipović, V. (2008): Brend menadžment, Fakultet organizacionih nauka, Beograd, Srbija.
6. Gligorijević, M. (2011): Specifčnosti izgradnje Brenda na poslovnom tržištu; Marketing vol. 42, no. 3, pp. 141-149. Beograd, Srbija.
7. Guinnane, T., Harris, R., Lamoreaux, R., Naomi Rosenthal, Jean-Laurent. (2007): Putting the Corporation in its Place; Oxford University Press on behalf of the Business History Conference. Advance Access publication July 19, pp. 678-729, England.
8. Jovanović, V. (1990): Preduzeća i društva prema Zakonu o preduzećima; Beograd, Srbija.
9. Keller, K.L., Aperia T., Georgson M. (2007): Strategic Brand Management – A European perspective; Pearson Education Limited, Harlow, England.
10. Keller, K.L. (2003): Building, Measuring and Managing Brand Equity; second edition, Pearson Education, New Jersey, USA.
11. Marinković, V. (2015): Upravljanje vrednošću brenda sa posebnim osvrtom na emocionalni aspekt brendiranja; Ekonomski signali: poslovni magazin, vol. 10, no. 2, pp. 71-83., Beograd, Srbija.
12. Škorić, S (2016): Uticaj poslovnog imena privrednog društva na njegovo poslovanje; Doktorska disertacija, Pravni fakultet za privredu i pravosuđe u Novom Sadu, Novi Sad, Srbija
13. Tepavac, D., Kostić Stanković, M. (2014): Značaj korporativne društvene odgovornosti na kreiranje brenda; Marketing vol. 45, no. 1, pp. 29-40, Beograd, Srbija.
14. Veljković, S., Đorđević, A. (2009): Vrednost brenda za potrošače i preduzeća; Marketing no. 1, pp. 3-16., Beograd, Srbija.
15. Vranešević T. (2007): Upravljanje markama (Brand Management);Accent, Zagreb, Hrvatska.
16. Vučević, D. (2012): Teorijski aspekti i osnovne postavke fnansijske analize; Škola biznisa, no. 2, p. 82., Beograd, Srbija.
17. http://adage.com/article/75-years-of-ideas/1940s-war-cold-warconsumerism/102702/, accessed on 19.9.2016.
18. https://books.google.rs/books?id=mWSmBgAAQBAJ&pg=PA426, accessed on 20.9.2016.
19. http://www.proftmagazin.com/izdanje/broj_6.57.html - accessed on 20.09.2016.
20. http://www.forbes.com/powerful-brands/list/ accessed on 24.9.2016.
21. http://www.zika.rs/index.php?option=com_content&view=article&id=1241:korpor – accessed on 24.09.2016.