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Brand Metrics as a Tool in Regional Performance (CROSBI ID 651837)

Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija

Mrčela, Dajana ; Mikrut, Martina ; Ham, Marija Brand Metrics as a Tool in Regional Performance // Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra / Mašek Tonković, Anka (ur.). 2017. str. 909-917

Podaci o odgovornosti

Mrčela, Dajana ; Mikrut, Martina ; Ham, Marija

engleski

Brand Metrics as a Tool in Regional Performance

An increasing interest in the continuous evaluation of brand metrics and brand performance has been observed over the last decade in both, academic and business environment. Research based models which objectively measures the brand strength are important, since brands are believed to be strong influencers of critical business outcomes, such as sales and market share. Furthermore, strong brands help in creating greater loyalty and less vulnerability to competitive marketing actions and decrease elastic responses to price. Examples of brand metrics i. e. brand pyramid, brand strength, brand equity etc. like many other constructs ; have been defined and measured in numerous ways. It is sometimes identified with f tangible financial assets of a firm. However, from a marketing research perspective, brand metrics are often viewed conceptually- as a framework for understanding the power of the intellectual and emotional associations consumers have with particular named products and services. In contrast to the absolute financial valuation, marketing researchers seek to measure and understand brand strength for strategic positioning and planning. Especially so in FMCG industry, since production companies can be observed as one of the main drivers of regional performance and development. The aim of this paper is to provide a theoretical framework for understanding the key concepts related to the brand metrics segment and to help create a clearer picture of Eastern Croatia production brands strength. Except secondary data from the available literature and previous research, for the purpose of this analysis, backdate of 4 research waves through 2 years (2 waves per year 2015 and 2016) were used. All of those conducted on a representative, random sample of Croatian citizens older than 15 years, (n=2.000 per wave, in total 8.000 respondents), examining (as a part of a wider study) brand strength of FMCG producers in Croatia. Special focus will be on brand strength position of production brands in East Croatia in comparison to other regions in Croatia. Understanding brand metrics in combination with attitudes of the respondents with regard to observed socio-demographic characteristics of the sample can be crucial for strategic planning of regional development.

brand metrics ; brand strength ; brand pyramid ; regional performance

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Podaci o prilogu

909-917.

2017.

nije evidentirano

objavljeno

Podaci o matičnoj publikaciji

Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske – jučer, danas, sutra

Mašek Tonković, Anka

Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku

1848-9559

Podaci o skupu

6th INTERNATIONAL SCIENTIFIC SYMPOSIUM ECONOMY OF EASTERN CROATIA-VISION AND GROWTH

predavanje

25.05.2017-27.05.2017

Opatija, Hrvatska

Povezanost rada

Ekonomija

Poveznice