BRANDING A BUSINESS NAME

  • Ivan Bulatovic, Ph.D. Belgrade Business School - College of Professional Studies in Belgrade
  • Sanja Škorić, Ph.D. Law faculty for commercial and judicary in Novi Sad
  • Vladimir Jovanović, Ph.D. Faculty of Economics and engineering Management in Novi Sad

Abstract

The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others) to position in the required market. Making proft, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specifc identity primarily owing to its business name, which distinguishes it from other companies during that frst period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefts, companies may also have big diffculties and risks in the same process as well.

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References

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Published
2016-12-31
How to Cite
BULATOVIC, Ivan; ŠKORIĆ, Sanja; JOVANOVIĆ, Vladimir. BRANDING A BUSINESS NAME. Economics of Agriculture, [S.l.], v. 63, n. 4, p. 1323-1332, dec. 2016. ISSN 2334-8453. Available at: <http://ea.bg.ac.rs/index.php/EA/article/view/163>. Date accessed: 24 oct. 2020. doi: https://doi.org/10.5937/ekoPolj1604323B.