Jelena Končar, Sonja Leković, Zita Petrović Katai – BRAND IMPLEMENTATION ON THE WEB IN MARKETING CHANNELS

Jelena Končar, Sonja Leković, Zita Petrović Katai – BRAND IMPLEMENTATION ON THE WEB IN MARKETING CHANNELS

Jelena Končar
University of Novi Sad, Serbia
Faculty of Economics in Subotica, Department of trade, marketing and logistic
E-mail:
koncarj@ef.uns.ac.rs


Sonja Leković
University of Novi Sad, Serbia
Faculty of Economics in Subotica, Department of trade, marketing and logistic
E-mail:
sonjalekovic@ef.uns.ac.rs


Zita Petrović Katai
University of Novi Sad, Serbia
Faculty of Economics in Subotica, Department of trade, marketing and logistic
E-mail:
petrovickzita@ef.uns.ac.rs


Abstract


The development of a global electronic market with the concept of branding on
the Web raises the level of the image of the industry trade organizations in marketing
channels. Creating and maintaining brands on the Web requires defining the key
elements of branding. Effectiveness and efficiency of brands on the Web is based on
the identity of the strength and vision in dealing with customers. Key elements of the
brand as a great importance for customers are: differentiation, relevance and perceived
value. If you establish a brand diversity in relation to other competing brands, and
achieve the level of acceptance by the potential buyer, also inspires and provides a
perceived value. Implementation of the policy for brands perceived value on the Web
generate effects in improving the image of customer loyalty, increase trade volume
and profitability. The power of creating and maintaining brands on the Web is an
indication of success, or the efficiency and effectiveness of the assortment offered by
a trading enterprise in the global electronic market.


Key words: global market, Web brands, differentiation, loyalty, relevance, perceived
value

Last Update: October 26, 2017  

View Full Paper -

October 26, 2017   253    BLMM 2017  
Total 0 Votes:

Tell us how can we improve this post?

+ = Verify Human or Spambot ?