APPLICATION OF BRAND CANVAS TOOLS IN THE REBRANDING PROCESS
DOI:
https://doi.org/10.24867/16GI04JelicKeywords:
Brand management, brand canvas, brand building process, rebrandingAbstract
The aim of this paper is to analyze the possibilities of applying brand canvas tools in the process of brand building. The paper describes the process of brand canvas implementation on the example of the Best Technological Innovation brand.
References
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[2] S. Veljković, “Brend menadžment u savremenim tržišnim uslovima”, Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu, 2010.
[3] S. Nikolić, J. Stanković and A. Dejanović, “Brend Menadžment savremena a(tra)kcija”, Novi Sad: FTN, 2015.
[4] “www:marketing-pr.fon.rs/.../Ponasanje%20potrosaca%20I%20-%20Ra,” [Online]
[5] C. Dave and F. E. Chadwick, “Digital Marketing”, Harlow: Pearson, 2016.
[6] I. Dodson, “The art of digital marketing”, New Jersey: Wiley, 2016.
[7] L. de Chernatony and F. Dall’Olmo Riley, “Definisanje brenda: izvan literature sa stručnim tumačenjima,” in Definisanje brenda, Journal of Marketing Management, Vol. 14, pp. 417-43, 1998.
[8] H. Stuart and L. Muzellec, “Corporate makeovers,” in can a hyena be rebranded?, Journal of Brand Management, Vol. 11 No. 6, pp. 472-82. 2004.
[9] L. de Chernatony, “Brand menagment through narrowing the gap between brand identity and brand reputation”, Journal of Marketing management, 1999.
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Published
2022-03-01
Issue
Section
Industrial Engineering and Management
