PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

U ovom se radu polazi od pojma identita marke proizvoda kao nove paradigme marketinga. Cilj ovoga rada je definiranje pojma identiteta marke proizvoda i negovoga značenja za ostvarenje tržišne vrijednosti marke proizvoda i ukupnih marketing ciljeva gospodarskog subjekta. Identitetom marke proizvoda i kombinacijom njegovih elemenata implementira se strategija gospodarskog subjekta i željeno tržišno pozicioniranje marke proizvoda. Sustavnim kreiranjem i upravljanjem identitetom marke proizvoda,ostvaruje se jedinstvenost marke proizvoda i postavljaju temelji izgradnje ukupnog procesa upravljanja markom proizvoda.This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management