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Product Quality As An Important Factor In Brand Building

Author

Listed:
  • Saša Petar

    (Sveučilište Sjever, Koprivnica)

  • Tajana Marušić

    (Sveučilište Sjever, Koprivnica)

Abstract

Brand-consumer relationship is complex and sensitive because brands often reflect consumers’ opinions and attitudes. Consumers establish relationships with brands based on emotions and expect continuity in characteristics they consider important, especially quality. In today’s fast and highly competitive market, maintaining continuity of quality is essential for meeting consumer expectations. The aim of this paper is to explain the characteristics of a brand, the difference between a brand and a product, and the process of brand building. By reviewing current literature, the paper also examines the importance of quality in creating a successful brand that generates positive business results and profits.

Suggested Citation

  • Saša Petar & Tajana Marušić, 2019. "Product Quality As An Important Factor In Brand Building," Poslovna izvrsnost-Business Excellence, University of Zagreb Faculty of Economics & Business, vol. 13(2), pages 203-221.
    • Handle: RePEc:zag:busexc:v:13:y:2019:i:2:p:203-221
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