Milić, Slaviša and Stefanović, Saša and Vujičić, Slađana (2014) Leader influence on the brand-creating process of an organization in the aim of increasing competitiveness. International review (3-4). pp. 60-68. ISSN 2217-9739
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Leader Influence on the Brand -creating Process of an Organization in the Aim of Increasing Competitiveness.pdf - Published Version Restricted to Repository staff only Download (809kB) |
Abstract
As one of the most significant factors which contribute to the positioning of organizations not only on the market, but also in the eyes of the consumers, is the brand. Creating a successful brand is one of the hardest tasks of a marketing strategy. If the organization possesses a strong brand which attracts consumers, then it is ensured long–term success. Branding enables for the organizations a stable income and creating a competitive advantage over the other organizations. The aim of this paper is to overview leader influence on the brand-creating process in order to increase competitiveness, as competitiveness today represents a basis of the longterm survival of the organizations. After a conducted survey, the conclusion is that employees in organizations are of the opinion that a leader’s role in the brand-creating process is very significant.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | brand, strategy, competitiveness, leaders |
| Subjects: | 300 Scienze sociali |
| Depositing User: | Marina Spanti |
| Date Deposited: | 25 Jan 2016 14:30 |
| Last Modified: | 25 Jan 2016 14:30 |
| URI: | http://eprints.bice.rm.cnr.it/id/eprint/10403 |
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