AN INSIGHT INTO BOSNIA AND HERZEGOVINA’S STRONGEST BRANDS VOLUME V Albania • Angola • Argentina • Australia • Austria • Azerbaijan • Bahrain • Bangladesh • Belgium • Bosnia and Herzegovina • Brazil • Bulgaria • Cambodia • Canada • Chile • China • Columbia • Croatia • Czech Republic Denmark • Dominican Republic • East Africa • Ecuador • Egypt • Estonia • Finland • France • Germany • Ghana Greece • Guatemala • Honduras • Hong Kong • Hungary • Ireland • India • Indonesia • Israel • Italy • Japan • Jordan Kazakhstan • Kosovo • Kuwait • Latvia • Lebanon • Lithuania • Luxemburg • Macedonia • Malaysia • Maldives Malta • Mauritius • Mexico • Morocco • Mozambique • Netherlands • New Zealand • Nigeria • Norway • Oman Pakistan • Panama • Philippines • Poland • Portugal • Republic of Korea • Romania • Russian Federation • Saudi Arabia • Serbia • Singapore • Slovakia • Slovenia • South Africa • Spain • Sri Lanka • Sweden • Switzerland • Taiwan Tanzania • Thailand • Turkey • Uganda • United Arab Emirates • United Kingdom • United States of America Uruguay • Vietnam
DIREKTOR SUPERBRANDS ADRIATIC REGIJE Zoran Sazdovski SUPERBRANDS BIH CEO Slađana Vranac UREDNIK Slađana Vranac DIZAJN NASLOVNE STRANE Agencija „MANIA“ www.mania.marketing.com Za više informacija +387 66 617 094 e-mail: info@superbrands.ba www.superbrands.ba © Superbrands Ltd. Izdavač: „Market Line“ d.o.o. Sime Šolaje 1a 78000 Banja Luka, BIH Sva prava zadržana. Nijedan dio ove publikacije ne smije se reproducirati ili prenositi u bilo kojem obliku ili na bilo koji način, elektronski, digitalno ili mehanički, uključujući skeniranje, fotokopiranje, snimanje ili bilo koji sistem za pohranu i skladištenje informacija, koji se odnose na cijeli ili dio teksta, fotografije, logotipa, a bez prethodnog dobijanja pismene dozvole od izdavača knjige zajedno sa vlasnicima autorskih prava kao što je prikazano. Sve kompanije koje su vlasnici brendova predstavljenih u publikaciji dale su saglasnost za prikazivanje naziva brenda, logotipa i fotografija. Bilo koji upit u vezi sa određenim brendom treba uputiti relevantnoj kompaniji kao što je navedeno u imeniku na kraju knjige. Štampa: „COMPEX“ d.o.o. Braće Pišteljića 1, 78000 Banja Luka, BIH www.compex.ba
3 Frosch Lioton Probiotic Tefal Wash&Go Wiener X Express BRANDS Frosch Lioton Probiotic Tefal Wash&Go Wiener X Express PARTNERI / PARTNERS Compex Hotel Hills Ipsos Led Euro Media Agencija Mania Nova Oprema SADRŽAJ / CONTENTS PREDGOVOR / FOREWORD STRUČNI SAVJET / COUNCIL BRENDOVI 4 8 14 16 18 20 22 24 26 28 30 32 34 36 38 40 44 46 48 50 52 54
4 U ime organizacije Superbrands, dozvolite mi da Izrazim veliko zadovoljstvo da Vam možemo predstaviti novo izdanje Superbrands BIH publikacije. Kao i sve Superbrands publikacije širom svijeta, i ova nastavlja da pruža jedinstvene uvide u izuzetne brendove i njihove vrijednosti. Superbrands predstavlja lidere – brendove koji ispunjavaju glavne preduslove za svoj proizvod ili uslugu: kvalitet, pouzdanost, prepoznatljivost I emotivnu povezanost sa potrošačima. Sve ove prednosti mogu se opisati jednostavnom, snažnom riječju – povjerenje. Povjerenje koje osjećamo dok konzumiramo, kupujemo, doživljavamo brend. U ovom svijetu koji se stalno mijenja, kada se suočavamo sa ogromnim brojem brendova, odabir pravog brenda znači - odabir nečega što nam daje obećanje da nas neće iznevjeriti; to je više od samog brenda, to je pouzdan prijatelj koji je uvijek tu za Vas. Naša emotivna povezanost i odanost zahtijeva od brenda da se usaglasi sa svim našim očekivanjima i nastavi da se razvija, da dostigne svoj puni potencijal. U današnjoj izazovnoj ekonomskoj situaciji, više je nego očigledno da lojalnost i povjerenje igraju ključnu ulogu. Kao što se svi osjećamo bezbjedno i udobno kada nas stari prijatelj podržava u teškim životnim situacijama, tako je i sa brendovima; biramo autentične, značajne i dugotrajne brendove koji ističu i opravdavaju obećanje koje su nam dali na početku priče. Ostavljam Vas da uživate u pričama brendova koji su pokazali da imaju sve potrebne karakteristike jakog i pouzdanog brenda. Želio bih da se zahvalim svim brendovima koji su učesnici, svim članovima Stručnog vijeća Superbrands BIH, te agencijama i partnerima na prepoznavanju vrijednosti projekta, te što su dio ovog novog izdanja Superbrands BIH publikacije. On behalf of the Superbrands organization, allow me to express my great pleasure that we can present to you new edition of the Superbrands BIH publication. Like all Superbrands publications around the world, this one too continues to provide unique insight into exceptional brands and their values. Superbrands represents leaders - brands that who have fulfilled the main condition for their product or service: quality, reliability, recognition and emotional connection with consumers. All these advantages can be simply described, in one strong word - trust. The confidence we feel while consuming, we buy, we experience the brand. In this world which is constantly changing, when we are faced with a huge number of brands, choosing the right brand means - choosing something that makes us promise not to let them down; it’s more than a brand a reliable friend who is always there for you. Our emotional connection and loyalty require from brand to meet all our expectations and continue to develop, in order to reach its full potential. In today’s challenging economic situation, it is more than obvious that loyalty and trust plays a key role. Like all of us we feel safe and comfortable when we have support from our friends in di cult life situations, therefore it is also with brands; we choose authentic, meaningful and long-lasting brands that stand out and justify themselves the promise they gave us at the beginning of the story. I leave you to enjoy the stories of brands that have shown that they have all the necessary characteristics as a strong and reliable brand. I would like to say thank you to all participating brands, to all Expert members Superbrands BIH, agencies and partners on recognizing the value of the project, and to be a part of the new Superbrands BIH publication. ZORAN SAZDOVSKI Direktor Superbrands Adriatic regije
5 PREDGOVOR / FOREWORD Sladja Ova publikacija je priča o brendovima koji su dobili potvrdu tržišta, potrošača i struke, da imaju sve potrebne karakteristike jakog, pouzdanog i jedinstvenog brenda. O brendovima koji strateški planiraju i prate samo tržište potrošača. Izuzetna mi je čast biti dijelom ovakvog jednog svjetski poznatog i cijenjenog projekta; koji edukuje, promoviše, analizira i javno nagrađuje takve kompanije i njihove robne marke. Kao i svaki drugi brend, i Superbrands pronalazi za svoje partnere nove kanale koji će im služiti u podizanju vrijednosti svojih proizvoda ili usluga, i samog brenda. Superbrands BIH tim je već ove godine postavio temelje za neke nove kanale i sadržaje koji će biti na raspolaganju struci, kompanijama i partnerima. Takođe, naši ciljevi su jasno definisani, i sa puno entuzijazma idemo ka tome da svaki BIH potrošač nesumnjivo prepoznaje sve elemente i dosljednost ovog projekta. Prema početnoj anketi koju smo sproveli u BIH početkom ovog ciklusa dobili smo podatak da nešto manje od 80% potrošača ovaj projekat i sve njegove elemente; od naziva, loga, do žiga, prepoznaje na način da mu daju najveću moguću vrijednost, te ga vezuju za jednake odlike koje Superbrands kao projekat i vrednuje, a to su: kvalitet, različitost, povjerenje i emocija; a što apsolutno daje potvrdu da brendovi koji ostvare mogućnost ulaska u projekat i komunikacije Superbrands žiga u startu dobijaju dodatnu vrijednost na tržištu potrošača. To nam svakako daje podstrek da smo na pravom putu, da vrijednost projekta i dalje dižemo, a kroz autentičan i jedinstven način. Superbrands BIH tim vjeruje u najbolje saveznike na ovom putu, koji imaju isti cilj, pružiti kvalitetan i pouzdan proizvod ili uslugu na tržištu, te njegovati kulturu i disciplinu brendinga. I na kraju, svi moramo proći isti put, vjerovati u sebe i svoje timove, jer bez toga nema ni vidljivih rezultata. Hvala svim kompanijama i partnerima projekta koji su uzeli učešće u ovogodišnjem ciklusu. Vjerujemo da će pravi rezultati ove saradnje tek usljediti, jer cijenimo kako jednake, tako i uzajamne vrijednosti. Radujem se novim zajedničkim projektima i čestitam još jednom svim brendovima koji su ponijeli ovogodišnju titulu Superbrands BIH. This publication is a story about brands that have been confirmed by the market, consumers and the profession, that they have all the necessary characteristics of a strong, reliable and unique brand. It as a story about brands that plan strategically and monitor the market and consumers. For me, it is a great honor to be a part of such a world-famous and respected project; which educates, promotes, analyzes and publicly rewards such companies and their brands. Like any other brand, Superbrands finds new channels for its partners that will serve them in raising the value of their products, services and the brand itself. During this year, the Superbrands BIH team has already laid the foundations for some new channels and content that will serve professionals, companies and partners. Furthermore, our goals are clearly defined, and we are enthusiastically moving towards making that every BiH consumer undoubtedly recognizes all the elements and consistency of this project. According to the initial research we conducted in BiH at the beginning of this cycle, we received information that slightly less than 80% of consumers of this project and all its elements; from name, logo, to trademark, recognize it in a way that gives it the greatest possible value and tie it to the same qualities that Superbrands values as a project, namely: quality, diversity, trust and emotion; and which absolutely confirms that the brands that achieve the possibility of entering the project and communication of the Superbrands trademark at the start gain additional value on the market. This certainly gives us an incentive that we are on the right track, that we continue to raise the value of the project in an authentic and unique way. The Superbrands BIH team believes in the best allies on this path, who have the same goal, to provide a quality and reliable product or service on the market, and to nurture the culture and discipline of branding. In the end, we all have to follow the same path, believe in ourselves and our teams, because without that there are no visible results. Thank you to all the companies and project partners who have participated in this year. We believe that the real results of this cooperation will yet follow, because we cherish both equal and mutual values. I am looking forward to new joint projects and once again I want to congratulate all the brands that won this year’s Superbrands BIH title. SLAĐANA VRANAC CEO Superbrands BiH
6 Pored Superbrands publikacije, kanal Superbrands TV je savršena dopuna publikaciji, koja promoviše jedinstvene: Brand Stories; Dostignuća; Proizvode i usluge; Vrijednosti brenda; i ‘Superbrands Status’ kod vaše ciljane publike. Superbrands TV je proizvela skoro 200 video zapisa za najjače i najvrijednije brendove u više od 30 različitih industrijskih sektora I više od 26 zemalja, koji su do danas ostvarili oko 6,5 miliona video pregleda. Klijenti su iskoristili svoje video zapise o brendu na SBTV-u na različite načine, od predstavljanja na svojim web stranicama, feedovima vijesti i potpisima putem e-pošte za promovisanje priča o svojim brendovima, do obavještavanja svojih potrošača, dobavljača i osoblja o njihovom ‘Superbrands” statusu, te uz povezivanje na društvenim mrežama kao što su Facebook, Instagram, LinkedIn, Twitter i YouTube. Naši klijenti koji sudjeluju na Superbrands TV-u također su koristili svoje video snimke na sajmovima, konvencijama i konferencijama kako bi educirali ključne donosioce odluka o brendu i njegovim proizvodima. Neki brendovi su koristili video kao reklamu na lokalnoj televiziji I u maloprodajnim objektima za promociju određenih proizvoda. Razni klijenti su također koristili svoj SBTV QR code zajedno sa svojim pečatom Superbrands Award za štampano oglašavanje i pakovanje proizvoda. Zato Superbrands TV omogućava vodećim brendovima da ožive priče o svojim brendovima iz Superbrands publikacija, a kroz zanimljive i informativne produkcijske sadržaje. In addition to the Superbrands publication, the Superbrands TV is a perfect complement to the publication, which promotes unique Brand Stories; Achievements; Products and Services; Brand Values and ‘Superbrands Status’, to your target audience. Superbrands TV is a service o ered exclusively to Superbrands members around the world and has helped numerous clients create powerful digital promotion’s for their brand’s. Superbrands TV has produced nearly 200 brand videos for the strongest and most valuable brands across more than 30 di erent industry sectors in more than 26 countries which have generated around 6.5 million video views so far. Clients have used their SBTV brand videos in a variety of di erent ways, from showcasing them on their websites, news feeds and email signatures to promote their brand stories, to informing their consumers, suppliers and sta about their ‘Superbrands Status’ by linking their brand video to social media sites such as Facebook, Instagram, LinkedIn, Twitter and YouTube. Our Superbrands TV clients have also used their brand videos at trade shows, conventions and conferences to educate key decision-makers about the brand and its products. Some brands have used the brand video as an infomercial on local television, and beside products at retail stores to promote specific products. Various clients have also used their SBTV QR code alongside their Superbrands Award Seal on print advertisements and product packaging. Superbrands TV allows leading brands to bring their brand stories from the Superbrands publications to life through interesting and informative brand productions. JASON SMITH CEO Superbrands TV
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8 Brend predstavlja napor kompanije u stvaranju slike, mišljenja i osjećaja o kompaniji, u srcu i mislima kupca. Svakodnevno pojedinci i kompanije plasiraju na tržište nove proizvode ili mijenjaju postojeće. Prije brendiranja proizvoda važno je istražiti tržište, kako bi se upoznali sa svim specifičnostima tržišta i konkurencijskih proizvoda. Stvaranjem brenda, istovremeno stvaramo osjetljive veze između opažanja, razmišljanja i osjećaja, stoga je važan detaljan analitički pristup. Jedan od prvih koraka je definisati ciljnu skupinu. Za kog stvaramo proizvod ili uslugu je svakako pitanje koje itekako može pomoći pri stvaranju brenda. Naredni korak bi bio definiranje brend strategije. Kreiranjem brend strategije, brend će biti prepoznatljiv, imat će jasnu arhitekturu i stvarat će emotivnu vezu s idejom. Idealna brend strategija mora razumjeti potencijalne kupce, njihove osjećaje, želje, interese i potrebe. Da bi kompanija uspješno i profitabilno poslovala, jedan od pokretača je i sam brend i njegovo pozicioniranje na tržištu, odnosno predstavljanje porijekla proizvoda ili usluge i garancija nivoa kvaliteta. Takođe, da bi od proizvoda ili usluge stvorila brend, kompanija mora uspješno poslovati određeni vremenski period. Kako su poslovanje i uloga brenda usko povezani i zavisni jedno od drugog, razvoj i upravljanje brendom mora biti jedan od strateških ciljeva svake kompanije. Globalno tržište danas potrošačima nudi ogromnu količinu proizvoda i usluga. Takmičenje na globalnom tržištu u uvjetima velike konkurencije za kompanije predstavlja ozbiljan izazov. Ali spremnost brendova na takmićenje u uvjetima globalnog tržišta je neminovno za opstanak svakog ozbiljnog brenda. Kompanijama čiji su brendovi tek u nastajanju savjetovao bih da osluškuju potrebe i želje potrošača, a ne nužno da prate konkurenciju. Zato je analiza tržišta jedan od bitnijih elemenata i prvi korak u procesa brendiranja. Kada saznate tko ste kao brend, koja je vaša primarna ciljna grupa, pola posla ste već uradili. Drugi korak je uskladiti komunikaciju na pravi način i tako poslati jasnu poruku vašim potencijalnim kupcima. Zadovoljstvo mi je bilo biti dijelom ovog vrlo jedinstvenog projekta, koji promoviše i edukuje tržište o vrlo bitnim procesima poslovanja. Takođe, poslovno umrežavanje u okviru ovakvog jednog projekta je od izuzetne vrijednosti. Sve veća penetracija interneta i lakši pristup digitalnim uređajima i dalje guraju potrošače svih starosnih, ali i drugih kategorija na internet. Bilo da ciljano traže proizvode i usluge ili se bave drugim aktivnostima, ti potrošači su postali vrijedne mete za promociju brenda, oglašavanje i druge marketinške aktivnosti. Kao pionir digitalne industrije u BiH, čast mi je i zadovoljstvo biti član Stručnog Vijeća Superbrands BiH, koji doprinosi razvoju brendova i poslovanja u BiH, sa posebnim akcentom na robne marke. Digitalno brendiranje je temelj na kojem vodeći brendovi grade svoju online prisutnost i privlače publiku. Evo nekoliko savjeta za brendove koji još uvijek nemaju strategiju nastupa na digitalnim medijima ili za brendove u nastajanju. Za početak, izaberite domenu koja najviše odgovara vašem stilu npr. boutique, style, clothing i sl. ukoliko je npr. modna industrija u pitanju. Radite strateški na kreiranju sopstvenog online identiteta, pratite trendove i postavljajte standarde u promociji brenda i industrije kojom se bavite. Za kreiranje strategije digitalnog brendiranja odaberite kanale komunikacije koje ćete koristiti i definišite budžet. I najbitnije je da razumijete online navike i potrebe vaše ciljne grupe. The brand represents the company’s e ort in creating an image, opinion and feeling about the company, in the heart and mind of the customer. Every day, individuals and companies market new products or change existing ones. Before branding a product, it is important to research the market, in order to become familiar with all the specifics of the market and competitive products. By creating a brand, we simultaneously create sensitive connections between perception, thinking and feeling, therefore a detailed analytical approach is important. One of the first steps is to define the target group. For whom we are creating a product or service is certainly a question that can really help in creating a brand. The next step would be to define the brand strategy. By creating a brand strategy, the brand will be recognizable, will have a clear architecture and will create an emotional connection with the idea. An ideal brand strategy must understand potential customers, their feelings, desires, interests and needs In order for the company to operate successfully and profitably, one of the drivers is the brand itself and its positioning on the market, that is, the presentation of the origin of the product or service and the guarantee of the level of quality. Also, in order to create a brand out of a product or service, a company must operate successfully for a certain period of time. As the business and the role of the brand are closely related and dependent on each other, the development and management of the brand must be one of the strategic goals of every company. Today, the global market o ers consumers a huge amount of products and services. Competing on the global market in highly competitive conditions is a serious challenge for companies. But the willingness of brands to compete in the conditions of the global market is inevitable for the survival of any serious brand. I would advise companies whose brands are just emerging to listen to the needs and desires of consumers, and not necessarily follow the competition. That is why market analysis is one of the most important elements and the first step in the branding process. When you know who you are as a brand, who your primary target group is, half the work is already done. The second step is to coordinate communication in the right way and thus send a clear message to your potential customers. It was my pleasure to be part of this very unique project, which promotes and educates the market about very important business processes. Also, professional networking within a project like this has exceptional value. Increasing internet penetration and easier access to digital devices continue to push consumers of all ages and other categories to the internet. Whether targeted for products and services or engaged in other activities, these consumers have become valuable targets for brand promotion, advertising and other marketing activities. As a pioneer of the digital industry in Bosnia and Herzegovina, it is my honor and pleasure to be a member of the Professional Council of Superbrands Bosnia and Herzegovina, which contributes to the development of brands and business in BiH, with a special emphasis on domestic brands. Digital branding is the foundation on which leading brands build their online presence and attract audiences. Here are some tips and suggestions for brands that don’t yet have a digital media presence strategy or emerging brands. To begin, choose the domain that best suits your style ( e.g. boutique, style, clothing, etc.) if, for example, the fashion industry is in question. Work diligently and strategically to create your own online identity, follow trends and set standards in the promotion of the brand and the industry you are involved in. To create a digital branding strategy, choose the communication channels you will use and define the budget. The most important thing is to understand the online habits and needs of your target group. Sumeja Ahmetlić Radmila Bojanić Maher Al Sayed Branko Brkić HIFA Oil Infinity international group ASA Osiguranje d.d. Sarajevo “Patent CO” d.o.o. Marketing direktor Rukovodilac stručne službe 24-ČLANSKI STRUČNI SAVJET 2023. Superbrands Bosna i Hercegovina savršeno je povezao stručnjake iz svijeta marketinga, prodaje, menadžmenta, odnosa s javnošću, poslovnog svijeta i medija. Njihov zadatak je bio opsežan i istovremeno fokusiran na evaluaciju 500 brendova koje su potrošači istakli, a na osnovu vlastite profesionalne percepcije, počevši od odlika koje su važne za organizaciju Superbrands: kvalitete, diferencijacije, povjerenja i emocija. U knjizi Superbrands Bosna i Hercegovina sumirali su svoje stavove i razmišljanja o tome zašto je važno njegovati brendove i šta osigurava dobre brend priče. 24-MEMBER EXPERT COUNCIL 2023. Superbrands Bosnia and Herzegovina perfectly connected experts from marketing, sales, management, public relations, business and media. Their task was extensive and at the same time focused on evaluating 500 brands indicated by consumers, but based on their own professional perception, starting with the most important points for the Superbrands organization: quality, differentiation, trust and emotion. In the book Superbrands Bosnia and Herzegovina, they summarized their views and thoughts on why it is important to nurture brands and what ensures good brand stories. STRUČNI SAVJET / COUNCIL
9 Danas, u uslovima turbuletnog tržišta i opšte globalizacije, veoma je bitno razviti, pozicionirati i upravljati brendom, kako bi uspješno poslovanje bilo posljedica uspješne strategije brenda. Kompanije sa snažnim brendom čvrsto zauzimaju poziciju na tržištu i stiču konkurentsku prednost, čime generišu veći obim poslovanja. Brend je važno njegovati zato što brend tako živi. Najviše kod kupaca, a onda i kod nas. Najvažnije je ulagati u svoj brend i time graditi priču koja ostaje kod naših kupaca. Priču kojoj dajemo prije svega značaj našim kupcima, jer oni su najveći pokazatelj koliko je naš brend jak. Zato ulaganjem u brend, mi jačamo svoju povezanost sa kupcima, prije svega. Onda njemu dajemo na snazi i veličini. A to je danas jako bitno. Dobru priču nekog brenda čini prije svega kvalitet, povjerenje kupaca, reklama i na kraju historija koja ostaje kao pečat jedne uspješne priče. Brendovima u nastajanju bih savjetovala da prvo dobro istraže tržište i želje kupca, da rade na dobrom dizajnu i reklami. Ali, ono najvažnije je vjera u svoj proizvod. Bez toga nema uspjeha; vjera, zadovoljstvo kupaca i kvalitet. I naravno, raditi na razvijanju proizvoda koji će zadovoljiti potrebe izvoza. Danas je izvoz postao jako bitna karika u poslovanju, a naši proizvodi se sve više cijene izvan granica naše države. Meni je ova priča i učestovanje u Superbrendsu jako puno pomogla. Prije svega, puno toga sam naučila, radila sam na sebi i naravno upoznala puno dragih ljudi. Nadam se da ćemo svi zajedno nastaviti graditi ovu lijepu i uspješnu priču. Stvaranje jakog i trajnog brenda zahtijeva vrijeme i trud, ali je definitivno moćna prednost za bilo koji business. krucijalna osnova svakog uspješnog brenda nije samo proizvod koji se prodaje, već odnos koji se gradi sa kupcima i vrijednosti koju im taj brand daje. Većina uspješnih kompanija “upravlja” dobrim brendom ili brendovima , tako se danas vrijednost kompanije ne mjeri obrtnim kapitalom i stalnim sredstvima, već procjenama vrijednosti brendova i potencijala dugoročne prodaje istih na trzžištu. U procesu nastajanja bilo kojeg brenda, vjerovatno najbitnija stvar jeste razumjeti tko su kupci, to jest razumjeti njihove potrebe, i ko je konkurencija. Ono što vidimo kod uspješnih brandova je ključ uspjeha svakog, a to su njihova autentičnost, emocija koju izaziva, priča koja ga nosi, konzistentnost, ali i prilagodljivost koju vodi osnovna vodilja, a to je orijentiranost na kupce. Meni je bila iznimna čast biti dio ovog Stručnog vijeća, dugogodišnji rad kako u prodaji tako i marketingu je zaista bitno prilikom ocjenjivanja, iako bih mogao slobodno reći da je prepoznavanje brendova nešto za što su danas baš svi “osposobljeni. Samim tim postaje sve teže i teže napraviti autentičan, drugačiji brend ili proizvod. Brendiranje je mnogo više od kreiranja imena, prepoznatljivog logotipa, priče i poslovne vizije kompanije, definisanja ciljne publike, to je način na koji želite da se predstavite i način na koji vas svi ostali vide. Uspjeh nekog brenda zavisi od toga šta o njemu misle potencijalni potrošači ili korisnici, jer se odluka o kupovini donosi mnogo prije nego se ona zaista i dogodi. I zato je jako važno izgraditi brend. Tu glavnu ulugu igra emocija koju u svijesti potrošača izaziva misao o brendu. Ako nema pozitivne emocije i povezivanja sa brendom, nema ni kupovine. On je prepoznatljiv identitet, koji vas izdvaja, on je taj koji vas veže za potrošača, gradi njegovu lojalnost, daje prednost u pregovorima sa distributerima, pruža odbranu od cjenovno niže konkurencije, pomaže u oglašavanju i odnosima sa medijima, poboljšava zadovoljstvo zaposlenih, doprinosi cjelokupnom ugledu i poziciji koju imate kao kompanija. Zato je poželjno i važno u moru kvalitetnih brendova biti “Superbrands”! Brend je obećanje kupcima koje se temelji na dubokom razumijevanju, i važno je da to obećanje bude autentično i dosljedno. Prvi korak je prepoznati ključno obećanje koje će brend ponuditi, a zatim ga dosljedno ispunjavati. Kada se to postigne, stvara se iskrena emocionalna veza s proizvodom. Uzmimo za primjer kompaniju koja ima mnogo žena zaposlenih u proizvodnji, a ciljna grupa su pretežno žene kupci. Odatle proizlazi snažno obećanje: “Od mama za mame”. Ovako jasno definisano obećanje omogućava precizno usmjeravanje resursa. Brend će logično postati sponzor vrtića i učesnik sajmova za majke, a kao zaštitna lica će izabrati mame koje su i influenserke. Dodatno, ovaj brend će se aktivno zalagati za izmene zakona koje se odnose na majke, te će pružiti svojim zaposlenim majkama posebne beneficije koje će postati tema razgovora. Majke koje prepoznaju ovu angažovanost će cijeniti brend, čak i ako na polici stoje jeftiniji proizvodi, jer će znati da su podržale brend koji dijeli njihove vrijednosti i brine se o njihovoj zajednici. Today, in the conditions of a turbulent market and general globalization, it is very important to develop, position and manage a brand, so that successful business is a consequence of a successful brand strategy. Companies with a strong brand firmly occupy a position in the market and gain a competitive advantage, thereby generating a larger volume of business. It is important to nurture the brand, because that is how the brand lives. Mostly with customers, and then with us. The most important thing is to invest in your brand and thereby build a story that stays with our customers. The story to which we give importance above all to our customers, because they are the biggest indicator of how strong our brand is. That’s why by investing in the brand, we strengthen our connection with customers, first of all. Then we give him strength and size. And that is very important today. A good story of a brand is primarily made up of quality, customer trust, advertising and, finally, the history that remains as the seal of a successful story. For new brands, I would advise for new brands, first thoroughly research the market and the customer’s wishes, to work on good design and advertising. But the most important thing is faith in your product. Without it, there is no success; faith, customer satisfaction and quality. And of course, work on developing products that will meet export needs. Today, export has become a very important link in business, and our products are increasingly appreciated outside the borders of our country. This story and participation in Superbrands helped me a lot. First of all, I learned a lot, I worked on myself and of course I met a lot of nice people. I hope that we will all continue to build this beautiful and successful story together. Creating a strong and lasting brand takes time and e ort, but it is definitely a powerful asset for any business. the crucial basis of any successful brand is not only the product that is sold, but the relationship that is built with customers and the value that that brand gives them.Most successful companies “manage” a good brand or brands, so today the value of the company is not measured by working capital and fixed assets, but by assessments of the value of brands and their long-term sales potential on the market. In the process of creating any brand, probably the most important thing is to understand who the customers are, that is, to understand their needs, and who the competition is. What we see with successful brands is the key to everyone’s success, namely their authenticity, the emotion it evokes, the story that carries it, consistency, but also adaptability guided by the basic guiding principle, which is customer orientation. It was an exceptional honor for me to be a part of this Expert Council, long-term work in both sales and marketing is really important when evaluating, although I could freely say that brand recognition is something that everyone is “qualified” for today. Therefore, it becomes more and more di cult to create an authentic, di erent brand or product. Branding is much more than creating a name, a recognizable logo, a story and business vision of the company, defining the target audience, it is the way you want to present yourself and the way everyone else sees you. The success of a brand depends on what potential consumers or users think about it, because the purchase decision is made long before it actually happens. And that is why it is very important to build a brand. The main role is played by the emotion that the thought of the brand evokes in the mind of the consumer. If there is no positive emotion and association with the brand, there is no purchase. It is a recognizable identity that sets you apart, it is the one that binds you to the consumer, builds his loyalty, gives priority in negotiations with distributors, provides defense against lower price competition, helps in advertising and relations with the media, improves employee satisfaction, contributes to the overall the reputation and position you have as a company. That is why it is desirable and important to be “Superbrands” in the sea of quality brands! A brand is a promise to customers based on a deep understanding, and it’s important for that promise to be authentic and consistent. The first step is recognizing the key promise the brand will o er and then consistently delivering on it. When this is achieved, a sincere emotional connection with the product is established. Let’s take, for example, a company with many women employed in production, and their target audience is predominantly female consumers. From this comes a strong promise: “By moms, for moms.” Such a clearly defined promise enables precise allocation of resources. The brand will logically become a sponsor of daycare centers and a participant in motherhood expos, and it will choose moms who are also influencers as its ambassadors. Additionally, this brand will actively advocate for changes in laws related to mothers and will provide special benefits to its employed mothers, which will become a topic of discussion. Mothers who recognize this commitment will appreciate the brand, even if cheaper products are on the shelf because they will know they have supported a brand that shares their values and cares about their community. Milan Čolić Dajan Javorac Belma Karahasanović Erdin Hastor Svjetlana Jokanović Sirius10 d.o.o. Agencija “Mania” KLAS AD Sarajevo SEB grupacija EURO BLIC PRESS d.o.o. Rukovodilac sektora marketinga i prodajte Marketing i Category manager Direktor Advertising manager CoFounder i kreativni direktor Brend vam daje mogućnost komuniciranja vrijednosti i misije kompanije. Na taj način možete da privučete potrošače koji dijele iste vrijednosti i ciljeve. Snažan, brend omogućava vam diversifikovanje poslovanja kroz uvođenje novih proizvoda ili usluga pod već izgrađenim brendom. A brand gives you the ability to communicate the company’s values and mission. In this way, you can attract consumers who share the same values and goals. A strong brand allows you to diversify your business through the introduction of new products or services under an already built brand. Danko Matić Lutrija RS Izvršni direktor za marketing i komercijalu
10 Prikazivanjem kompanije kroz brendiranje, ostavljamo u podsvijesti potrošača svoj pečat, koji nam je stepenica za dalji uspjeh i razvoj kompanije. Pravu vrijednost brenda dobijamo kada njegovoj realnoj, materijalnoj vrijednosti dodamo vrijednost koju mu daju sve one emocije, asocijacije, iskustva i informacije zbog kojih je neko spreman da odvoji određenu svotu novca kako bi došao u njegov posjed. Paradoks je misliti da sa brendovima treba „stati“ u krizI. Ovo je upravo vrijeme u kojem se pokazuje njihova prava snaga. Brendovi su kult. Oni žive unatoč olujama koje ih šibaju, jer njeguju bezvremensku vrijednost, a to je kupčeva lojalnost. Po definiciji brend predstavlja sve ono na šta pomisli potrošač kada čuje naziv neke kompanije. To je u stvari osnovna veza između kompanije i korisnika te sa punim pravom možemo reći da je brend najvrijednije neopipljivo dobro neke kompanije. Uspjeh brenda na tržištu prvenstveno zavisi od ostvarivanja dugoročne potrošačke lojalnosti. Da bi veza između brenda i korisnika opstala, nije dovoljno da bude samo jaka i stabilna, ta se veza mora u kontinuitetu održavati jer ona radi u smjeru obećanja i očekivanja. U posljednjih nekoliko godina, svjedoci smo dramatičnih tržišnih promijena koje se reflektuju na uslove za uspješno upravljanje brendom. Danas kada su promijene stalno prisutne, brend se mora kontinuirano razvijati a što se prvenstveno ogleda u sposobnosti prilogođavanja. Upravo taj strah od promijena je najveća kočnica kod kompanije u postizanju svojih ciljeva i rastu, a promijene su neizbježne. Takođe, vlasnici kompanija ne trebaju sebi dozvoliti greške koje se često dešava i koja ih u krajnjem slučaju i skupo košta, a to je da ne cijene u dovoljnoj mjeri proces izgradnje brenda i njegovo strateško osmišljavanje. X express brza pošta prepoznata je na tržištu BiH kao pouzdan logistički partner koji je u mogućnosti da obezbijedi, korisnicima svojih usluga, najefikasnija rješenja u oblasti transporta. Uspješna priča brenda X Express leži u našem početku. Kada smo osnovali kompaniju, vjerovali smo da možemo da postavimo nove standarde u pružanju kurirskih usluga i da korisničko iskustvo podignemo na jedan viši nivo. Kompaniju ne posmatramo samo kroz brojke na papiru. Naša priča je priča o partnerstvu sa korisnicima naših usluga i zajedničkom uspjehu X express tima. Kao brzorastuća kompanija i lider na tržištu, naši klijenti očekuju da pratimo trendove i stvaramo dodatne vrijednosti. Pouzdanost, kvalitet usluge, brzina isporuke i inovativnost ključni su faktori koji opisuju vrijednost našeg brenda. U poslovnom svijetu, vizuelni identitet kompanije ima ključnu ulogu u stvaranju prepoznatljivosti brenda, izgradnji povjerenja kod klijenata i uspostavljanju dugoročnih veza sa korisnicima usluge.” Brendovi koji se čuvaju i razvijaju dugoročno doprinose stabilnosti kompanije. Kroz vrijeme, brend može evoluirati i prilagođavati se promjenama na tržištu. U maloprodajnom sektoru apoteka, gdje zdravlje i pouzdanost igraju ključne uloge, brendiranje može dodatno naglasiti kvalitet i profesionalnost usluga. Stvaranje i njegovanje brenda treba da bude integralni dio poslovne strategije kako bi se ostvario dugoročni uspjeh na tržištu. Dobra priča brenda treba da bude inspirativna i emocionalno privlačna. Ona treba da komunicira zašto je brend jedinstven i kako pomaže kupcima. U timu Stručnog Vijeća za projekat Superbrends BiH učestvovanje nam omogućava da dijelimo svoje stručno znanje i iskustvo kako bismo pomogli brendovima da se istaknu i ostvare uspjeh. Njegovanje brendova je važno jer stvara prepoznatljivost i povjerenje među kupcima. Kroz razvoj jakih brendova, kompanija može izgraditi lojalnost kupaca i osigurati dugoročni uspjeh. Savjetujem brendovima u nastajanju da pažljivo prate tržište, razumiju potrebe kupaca i istraže konkurenciju. Takođe, važno je da razviju jasnu viziju i priču koja će se istaći među konkurencijom. By presenting the company through branding, we leave our mark in the consumers’ subconscious, which is a stepping stone for further success and development of the company. We get the true value of a brand when we add to its real, material value, the value given to it by all those emotions, associations, experiences and information and because of that made someone ready to spent a certain amount of money to get it. It is a paradox to think that brands should be “suspended” at times of crisis. This is precisely the time to demonstrate their true strenght. Brands are a cult! They live on despite the storms that strike at them, because they foster a timeless value, and that is consumer loyalty. By definition, a brand is everything that comes to mind when a consumer hears the name of a company. In fact, it is the basic connection between the company and customer, and we can rightly say that the brand is the most valuable intangible asset of a company. The success of the brand in the market primarily depends on achieving long-term consumer loyalty. In order for the connection between the brand and the user to survive, it is not enough that it is only strong and stable, this connection must be continuously maintained because it works in the direction of promises and expectations. In the last few years, we have witnessed dramatic market changes that reflect on the conditions for successful brand management. Today, when changes are constantly present, the brand must continuously develop, which is primarily reflected in the ability to adapt. It is precisely this fear of change that is the biggest obstacle for the company in achieving its goals and growth, and changes are inevitable. Also, company owners should not allow themselves to make a mistake that often happens and which, in most cases, costs them dearly.That mistake is not appreciating the process of building a brand and its strategic design to a su cient extent. X express courier service company is recognized on the BiH market as a reliable logistics partner that is able to provide users of its services with the most e cient solutions in the field of transport. The success story of the X Express brand lies in our beginning. When we founded the company, we believed that we could set new standards in the field of courier services and raise the user experience to a higher level. We don’t look at the company only through numbers. Our story is the story of partnership with the users of our services and the joint success of the X express team. As a fast-growing company and market leader, our clients expect us to follow trends and create additional value. Reliability, quality of service, speed of delivery and innovation are key factors that describe the value of our brand. In the business world, a company’s visual identity plays a key role in creating brand recognition, building trust with clients and establishing long-term relationships with service users.” Brands that are kept and developed contribute to the stability of the company in the long term. Over time, a brand can evolve and adapt to market changes. In the retail pharmacy sector, where health and reliability play key roles, branding can further emphasize the quality and professionalism of services. Creating and nurturing a brand should be an integral part of the business strategy in order to achieve long-term success in the market. A good brand story should be inspiring and emotionally appealing. It needs to communicate why the brand is unique and how it helps customers. Participating in the team of the Expert Council for the Superbrands BiH project allows us to share our professional knowledge and experience in order to help brands stand out and achieve success. Cultivating brands is important because it creates recognition and trust among customers. By developing strong brands, a company can build customer loyalty and ensure long-term success. I advise emerging brands to carefully monitor the market, understand customer needs and research the competition. Also, it is important that they develop a clear vision and story that will stand out from the competition. Involving industry experts in the branding process provides a deeper understanding of the industry and trends, thereby increasing the chance of success. Dijana Karalić Milošević Duško Pantović Stefan Pajić Duško Pavičić Nova oprema Dineco doo Nova Banka ad Banja Luka ZU Moja Apoteka Marketing manager General manager Head Of Corporate Communications Izgradnja brenda je dugoročni napor koji zahtijeva konstantnu predanost i fleksibilnost. Ključno je ostati relevantan u dinamičnom tržištu. To se može postići kontinuiranim angažmanom s ciljnom publikom. Važno je inovirati i prilagoditi se promjenama u skladu sa potrebama i željama potrošača. Aktivno slušanje povratnih informacija i analiza tržišta pomažu u identifikaciji novih trendova i prilika za unapređenje proizvoda ili usluga. Održavanje visokih standarda kvalitete ključno je za očuvanje povjerenja potrošača. Redovna evaluacija i unapređenje procesa proizvodnje ili pružanja usluga pomaže u osiguravanju da brend ostane konkurentan. Potrebno je pratiti konkurenciju i reagirati na promjene na tržištu. Brend se održava kroz dosljednost u komunikaciji i isporuci vrijednosti potrošačima. Svaki kontakt s brendom trebao bi odražavati definirane vrijednosti i obećanja koje organizacija pruža svojim potrošačima. Ipak, najbitniji je integritet. Upravo je očuvanje integriteta brenda ključno za dugoročni uspjeh i prepoznatljivost na tržištu. Building a brand is a long-term e ort that requires constant commitment and flexibility. Staying relevant in a dynamic market is key. This can be achieved through continuous engagement with the target audience. It is important to innovate and adapt to changes in accordance with the needs and wishes of consumers. Active listening to feedback and market analysis help identify new trends and opportunities to improve products or services. Maintaining high quality standards is key to maintaining consumer trust. Regular evaluation and improvement of the production or service delivery process helps to ensure that the brand remains competitive. It is necessary to monitor the competition and react to changes in the market. The brand is maintained through consistency in communication and delivery of value to consumers. Every contact with the brand should reflect the defined values and promises that the organization provides to its consumers. However, the most important thing is integrity. Preserving the integrity of the brand is the key to long-term success and recognition on the market. Vedran Peršić Bloomberg Adria BiH Country Manager Osnovne vrijednosti u procesu brendiranja uključuju dosljednost, autentičnost, prepoznatljivost i pozitivan utisak. Važno je njegovati brendove jer jačaju prepoznatljivost, povjerenje i lojalnost kupaca. Dobra priča brenda treba biti iskrena, relevantna i emocionalno povezana s ciljnom publikom. Brendovima u nastajanju bih savjetovao da pažljivo definišu svoju svrhu, ciljnu publiku i konkurencijsku prednost, te dosljedno komuniciraju te elemente kroz sve aspekte poslovanja. Za mene, učešće u timu Stručnog Vijeća i uključivanje stručnjaka u ovaj proces je izuzetno važno. To omogućava donošenje odluka i preporuka koje se temelje na stručnom znanju i iskustvu, što rezultira boljim i održivijim rezultatima. Uključivanje struke takođe doprinosi transparentnosti i povjerenju u procesu donošenja odluka. Core values in the branding process include consistency, authenticity, recognition and positive impression. It is important to nurture brands because they strengthen customer recognition, trust and loyalty. A good brand story should be honest, relevant and emotionally connected to the target audience. I would advise emerging brands to carefully define their purpose, target audience and competitive advantage, and communicate these elements consistently throughout all aspects of the business. For me, participation in the Expert Council team and the involvement of experts in this process is extremely important. This enables decisions and recommendations to be made based on professional knowledge and experience, resulting in better and more sustainable results. The involvement of the profession also contributes to transparency and trust in the decision-making process. Slaviša Peulić Guma M doo Banja Luka Managing direktor
11 Svaki brend je posebna i autentična priča za sebe. Posmatrajući, prvenstveno, brend iz ugla tržišta: lokalnog ili globalnog, ono je i priča kojoj se vjeruje. U eri brzih i neprovjerenih informacija, interneta, digitalnih medija, ali i društvenih mreža koje se svakodnevno, sve više i više, čak i nekontrolisano, šire, brend mora da ima i svoj jedinstven pečat u odnosu na ostale, a posebno da gradi direktnu vezu sa potrošačima i da postane dio navike. Smatram i da je neophodno ulagati u znanje, kvalitet i inovativnost koje je osnov svakog uspješnog brenda. Iako, ponekad, uspješan brend ne mora značiti i uspješna kompanija - i obrnuto. Projekti poput Superbrands-a i okupljanje ljudi iz struke koji mogu doprinijeti dodatnom pozicioniranju tržišta sasvim sigurno i jesu put kojim trebamo nastaviti. U Bosni i Hercegovini imamo veliki broj zaista uspješnih i brendova za primjer a počastvovan pozivom za Stručno Vijeće, radujem se svemu što ćemo uraditi, ne samo za lokalno tržište, već i za industriju u cjelini. Ljudska inspiracija i kreativnost su neograničene, nove tehnologije su samo sredstvo da dobiju savremeniji vizuelni izraz i doseg. Ali suština je ostala ista. Dobra priča je ona koja izaziva emociju i povezanost. Emocija može lansirati mali brend, učiniti ga autentičnim toliko da ga isprobamo i prihvatimo. I to je ta magija dobre priče, jer kada u svijetu velikih brendova gdje su timovi marketinških stručnjaka, ispliva novi mali brend, emocija je taj katapult koji ga je lansirao. Upravo nas emocija veže za omiljeni parfem, iako smo ih isprobali bezbroj. Sjetimo se, čuvena Coco Chanel, naručivši svoj prvi parfem tražila je “da miriše kao žena”. I tako je prije više od 100 godina nastao legendarni No5, cvijetni miris u kojem je nemoguće izdvojiti jedan sastojak i svaka ga žena doživljava drugačije. Baš tako, svi smo posebni i na svoj način doživljavamo svijet oko sebe. Nismo samo konzumenti nego individue koje svoje povjerenje poklanjamo brendovima u koje vjerujemo. Stoga je opravdati povjerenje imperativ svakog brenda. Brend je nesumnjivo jedan od najvažnijih elemenata koji jedna kompanija danas može imati. On kompaniji daje identitet, čini da se njene usluge ili proizvodi pamte, ohrabruje kupce ili klijente da koriste ili kupuju njene usluge ili proizvode. Povezuje kompaniju s njenim kupcima i čini da joj se oni redovno vraćaju. Brend je ono što jednu kompaniju izdvaja od drugih i od konkurencije, a toliko je važan da može odnijeti prevagu između uspjeha ili neuspjeha. Za kupca brend znači sigurnost ili uvjerenje da će proizvod koji je kupio svaki put biti jednako kvalitetan kao prvi put kada ga je kupio. Znači povjerenje, da će za svoj novac dobiti kvalitet. No kompanije koje tek grade brend treba da znaju da on znači i uvjerenje da kompanija koja ga je proizvela čini korist ne samo za sebe nego i za cijelu zajednicu, jer je društveno odgovorno poslovanje u vremenu u kojem žvimo postalo nezaobilazan faktor izgradnje brenda. Each brand is a special and authentic story for itself. Viewed primarily from the point of view of the market: local or global, a brand is a story to be trusted. In the era of fast and unverified information; internet, digital media, but also social networks that spread more and more every day, even uncontrollably, the brand must also have its own unique stamp compared to others, and especially build a direct connection with consumers and become part of the habit . I also believe that it is necessary to invest in knowledge, quality and innovation, which is the basis of every successful brand. Although, sometimes, a successful brand does not necessarily mean a successful company - and vice versa. Projects like Superbrands, and in this way the gathering of people from the profession, can contribute to additional positioning of the market for sure, and is the way we should continue. In Bosnia and Herzegovina, we have a large number of really successful and exemplary brands, and honored by the invitation to the Professional Council, I look forward to everything we will do, not only for the local market, but also for the industry as a whole. Human inspiration and creativity are unlimited, new technologies are just a means to get a more contemporary visual expression and reach. But the essence remained the same. A good story is one that evokes emotion and connection. Emotion can launch a small brand, and make it so authentic that we try it and accept it. And that’s the magic of a good story because when in the world of big brands where there are teams of marketing experts, a new small brand emerges, emotion is the catapult that launched it. It is the emotion that binds us to our favorite perfume, even though we have tried countless of them. Let’s remember, the famous Coco Chanel when ordering her first perfume, asked that to “smell like a woman”. And so more than 100 years ago, the legendary No5 was created, a floral fragrance in which it is impossible to single out a single ingredient and every woman experiences it di erently. Just like that, we are all special and experience the world around us in our own way. We are not just consumers but individuals who give our trust to brands we believe in. Therefore, justifying trust is imperative for every brand. Brand is undoubtedly one of the most important assets that a company can have today. It gives the company an identity, makes its services or products memorable, encourages customers or clients to use or buy its services or products. It connects the company with its customers and keeps them coming back regularly. A brand is what sets a company apart from others and from the competition, and it is so important that it can make the di erence between success or failure. For the customer, the brand means security or the belief that the product he bought will always be of the same quality as the first time he bought it. It means trust, that you will get quality for your money. But companies that are just building a brand should know that it also means the belief that the company that produced it benefits not only itself but also the entire community, because socially responsible business in the time we live in has become an unavoidable factor in building a brand. Suzana Šačić Borjana Radmanović Dejan Stupar Bojana Šutvić Ljepota & Zdravlje “Glas Srpske” ATV Biznis info Direktorica marketinga Glavni i odgovorni urednik Direktor marketinga i komunikacija Direktor poslovnog portala Sadeta Vejzović Siniša Vukelić TV “O kanal” Capital.ba Rukovodilac marketinga Glavni i odgovorni urednik Kada je u pitanju osnovna vrijednosti u procesu brendiranja rekao bih; kvalitet, kvalitet i kvalitet. Potom dolazi marketing, usluga, pristupačnost, cijena… Brendiranje je težak put, ali koji vrijedi prijeći, jer vas na kraju čeka velika vrijednost. Stvaranje prepoznatljivog brenda je kompleksno i ne zavisi samo od jednog procesa, jedne osobe ili postupka. Cijeli tim mora biti posvećen tom cilju. Kreiranjem brenda, posao nije završen. Predstoji njegovo održavanje, redizajniranje, predstavljanje u različitim društvenim kontekstima, promovisanje, osvježavanje, osluškivanje klijenata, kupaca ili konzumenata. Kada stvorite brend taj proizvod ima mnogo veću vrijednost na tržištu od sličnih koje nudi vaša konkurencija. Brend treba iza sebe imati istoriju, priču kako je nastao, to ljudi vole da čuju. Predstavljanje u javnosti, dobar PR i marketing, je nezaobilazan u tome. Društvena odgovornost, osluškivanje potreba lokalne zajednice je takođe važno za konzumente. Kompanija koja stoji iza nekog brenda mora biti ekološki osvještena i poštovati radnička prava. Bila mi je čast biti dio Stručnog vijeća. When it comes to core values in the branding process, I would say; quality, quality and quality. Then comes marketing, service, accessibility, price... Branding is a di cult path, but one that is worth crossing, because at the end you will receive great value. Creating a recognizable brand is complex and does not depend only on one process, one person or procedure. The entire team must be committed to that goal. By creating a brand, the work is not done. Its maintenance, redesign, presentation in di erent social contexts, promotion, refreshing, listening to clients, customers or consumers are ahead. When you create a brand, that product has much more value in the market than similar ones o ered by your competition. A brand should have a history behind it, a story of how it was created as people like to hear that. Public presentation, good PR and marketing is indispensable in this. Social responsibility, listening to the needs of the local community is also important for consumers. The company behind a brand must be environmentally conscious and respect labor rights. It was an honor to be a part of the Expert Council. Divna Kordić “LEDO” doo Marketing direktor Nada Kuzmanović “MMI Projects Development” doo CEO
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