BRAND IMPLEMENTATION ON THE WEB IN MARKETING CHANNELS

Jelena Koncar (), Sonja Lekovic () and Zita Petrovic Katai ()
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Jelena Koncar: University of Novi Sad, Serbia, Faculty of Economics in Subotica, Department of trade, marketing and logistic
Sonja Lekovic: University of Novi Sad, Serbia Faculty of Economics in Subotica, Department of trade, marketing and logistic
Zita Petrovic Katai: University of Novi Sad, Serbia Faculty of Economics in Subotica, Department of trade, marketing and logistic

Business Logistics in Modern Management, 2017, vol. 17, 599-609

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.

Keywords: global market; Web brands; differentiation; loyalty; relevance; perceived value (search for similar items in EconPapers)
Date: 2017
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