BRAND IDENTITY ELEMENTS

Marka proizvoda posjeduje opipljive i neopipljive značajke svoga identiteta putem kojih komunicira s potrošačem, privlači ga i olakšava mu donošenje odluke prilikom izbora proizvoda ili usluge. Ona djeluje na lojalnost potrošača u situaciji kada je teže zadržati potrošača nego stvoriti nove, stvarajući tako tržišnu vrijednost i prednost za gospodarski subjekt u odnosu na situaciju kada bi tržio prizvode ili usluge bez snažne marke. Marke/brandovi nalaze se svuda oko nas ostavljajući imidž i način života koji njegove ciljne skupine preferiraju. Osim proizvoda, tvrtki i ljudi, države i kompanije žele na određeni način postati marke – stvarajući dobar, razumljiv i drugima prihvatljiv imidž o sebi. Koncept identiteta marke prizvoda novijeg je datuma i suštinski je za spoznaju što je stvarno marka proizvoda. Nastao je iz potrebe da se utvrdi što su postojeće marke proizvoda stvarno, odnosno što je to što ih čini posebnim i jedinstvenim. Postoji nekoliko elemenata identiteta marke, a to su: naziv marke, znak marke (logo, simbol), lik ili osoba, slogan. jingle, pakiranje, boja. Slogani su izreke koje se vežu za marke i imaju nagovarajuće ili informirajuće značenje te se rabe u promotivnim kampanjama.The brand of the product possesses tangible and inexhaustible features of its identity through which it communicates with the consumer, attracts him and makes it easier for him to make choices when choosing a product or service. It acts on customer loyalty in a situation where it is more difficult to keep a consumer than to create new ones, creating a market value and an advantage for an economic entity in relation to a situation where it would market the goods or services without a strong brand. Brands are all around us leaving the image and lifestyle that his target groups prefer. In addition to products, companies and people, states and companies want to become branded in a way - creating a good, understandable and acceptable image. Concept brand identity is newer and is essential to knowing what a product brand really is. It emerged from the need to identify what existing brands of products are really, that is, what makes them special and unique. There are several elements of brand identity, namely: brand name, brand symbol (symbol), character or person, slogan. jingle, packing, color. Slogans are pronouncements that are branded and have a nagging or informative meaning and are used in promotional campaigns