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Create a Competitive Advantage with the Brand Value Concept

Tina Vukasovic, Pedja Ašanin Gole and Anita Macek
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Tina Vukasovic: International School for Social and Business Studies, Slovenia
Anita Macek: Doba Faculty of Applied Business and Social Studies, Slovenia

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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.

Keywords: brand value; Brand Potential Index; economic instrument; food industry; marketing (search for similar items in EconPapers)
Date: 2016
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