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Create a Competitive Advantage with the Brand Value Concept

Author

Listed:
  • Tina Vukasovic

    (International School for Social and Business Studies, Slovenia)

  • Pedja Asanin Gole

    (Doba Faculty of Applied Business and Social Studies, Slovenia)

  • Anita Macek

    (Doba Faculty of Applied Business and Social Studies, Slovenia)

Abstract

This paper presents research results in the process of brand evaluation concerning relations between selected economic instrument and sustainable innovations. Special attention is given to the Brand Potential Index value model developed by GFK. A research study is presented by leading Croatian brands in the food market. The article concentrates on the results of the quantitative research which was carried out by using a method of individual personal interviews in a sample of N = 801 consumers in the age between 15 and 65 years from Croatia. This is paper important in identifying the sources of brand value.

Suggested Citation

  • Tina Vukasovic & Pedja Asanin Gole & Anita Macek, 2016. "Create a Competitive Advantage with the Brand Value Concept," Managing Innovation and Diversity in Knowledge Society Through Turbulent Time: Proceedings of the MakeLearn and TIIM Joint International Conference 2016,, ToKnowPress.
    • Handle: RePEc:tkp:mklp16:69-76
    as

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