THE ROLE OF EMPLOYEES IN BRANDING PROCESS IN A CASE OF COMPANY BEST SEED PRODUCER
DOI:
https://doi.org/10.24867/09GI07PajicKeywords:
brand management, brand values, human resource managementAbstract
The goal of branding is to establish long-lasting relationships with consumers, and the function of brand management is defined as the process of building consumer loyalty to the brand. Human resources play an important role in this process, on which the positioning of the brand depends on the skills, knowledge, abilities, loyalty and similar qualities. Considering the importance of human resource management, the paper explores the role of employees in the process of creating brand.
References
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[2] P. Kotler / K. L. Keller, Marketing menadžment, 12 izdanje, Beograd, 2006.
[3] L. De Chernatony / M. McDonald, Creating Powerful Brand in Consumer Servis ans Industrial Markets, Oxford: Butterworth Heinemann, 2003.
[4] J. Anderson / J. A. Narus, Business Market Managament: Understanding, Creating and Delivering Value, New Yersey: Pearson Prentice Hall, 2004.
[5] K. L. Keller / D. R. Lehmann, „Brands and Branding: Research Findings and Futur Priorities,“ November 2006.
[6] M. Paunović / A. Radonjic, „ZNAČAJ KOMUNIKACIJE U SAVREMENOM POSLOVANJU,“ Megabiznis, 22 3 2018.
[7] Z. Jurakovic, „Važnost komunikacije u funkcioniranju organizacije,“ Ekonomski vjesnik, pp. 387-399, 2012.
[8] J. S. Smiljković, „Uloga Interne komunikacija u kompaniji,“ Juornal od Insurance and Practice, p. 134, 2015.
[9] S. Mitić, „Organizational culture and organizational commitment: Serbian case,“ Journal of Engineering Management and Competitiveness, 2016.
[10] R. Claessens, „Branding and Corporate culture,“ p. 18, 30 08 2011.
[11] S. T. Nikolić, . J. Stanković / A. Dejanović, Brend menadžment - savremena a(tra)kcija, Novi Sad: FTN, 2015.
[12] I. Vrgović / J. Đurković, „Merenje doprinosa menadžmenta ljudskih resursa organizacionoj uspešnosti,“ Upravljanje ljudskim resursima - savremeni trendovi, pp. 8-17, 2014.
[13] S. Jovanović / I. Vrgović, „Uloga zaposlenih i menadžmenta ljudskih resursa u procesu stavranja vrenodsti brenda,“ Škola biznisa, pp. 41-50, 2017.
[14] D. Torrington, L. Hall / S. Taylor, Menadžment ljudskih resursa, Beograd: Data status, 2004.
[15] LG-Group, „Core Values,“ 2019. [Na mreži]. Available: http://www.lgdisplay.com/eng/recruit/coreValues. [Poslednji pristup 26. 11. 2019.].
[16] Lego-Group, „Lego Corporation,“ 2019. [Na mreži]. Available: http://aboutus.lego.com. [Poslednji pristup 26. 11. 2019.].
[17] J. Matar, „How Employee Engagement Impacts Your Company's Growth,“ Brazen, 2017.
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Published
2020-10-04
Issue
Section
Industrial Engineering and Management
