MANAGEMENT OF BRAND IDENTITY ELEMENTS

Marka je sve ono što služi identificiranju proizvoda i razlikovanju tog proizvoda od proizvoda konkurencije. Sastoji se od više elemenata. Elementi su: naziv, znak, slogan, boja, pakiranje, likovi i dr. Naziv je dio marke koji se može izgovoriti, a znak je predstavljen slikom. Slogani su izreke koje se vežu zu marku. Identitetom marke se mora stalno upravljati, treba stalno istraživati tržište i ulagati u identitet. Slogani trgovačkih lanaca su veoma slični po svojoj prirodi odnosno ono što se želi reći kupcima. Za potrebe diplomskog rada izrađena je anketa koja će biti provedena na izabranoj grupi. Anketa se odnosi na slogane trgovačkih lanaca koji djeluju i oglašavaju se na domaćem tržištu. Cilj ankete je dobiti odgovor jesu li slogani zaista toliko bitni za prodaju odnosno za privlačenje kupaca.A brand is all that serves the purpose of identifying a product. It also differentiates the product from the ones made by the competition. It consists of various elements, such as: name, mark, slogan, colour, packaging, shapes etc. The name is the part of the brand which can be pronounced, and the mark is represented by an image. Slogans are sayings connected with the brand. The identity of the brand has to be managed and markets need to be explored on a regular basis. The identity of the brand also needs to be invested into regularly. Slogans of chain stores are very similar by nature that is by messages they want to send to their customers. To serve this degree essay, a survey has been made and a chosen group of people has been interviewed. The survey has dealt with slogans of chain stores working and advertising on the domestic market. The objective of the survey has been to learn whether the importance of the slogans actually is so significant for selling of products or alluring the customers