Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The … area and food companies have, therefore, devoted more attention to it. The paper uses case a study of the brand Perutnina … Ptuj to illustrate the importance of action elements in repositioning a brand in competitive markets. The example is …

The article investigates the importance of perceived brand name value from an external point of view of perception of … origin of the product, marketing mix elements, and the perceived brand name value. Emphasis is placed on establishing how the … origin of the product impacts on the perceived brand name value and what its impact is on the perceived brand name value in …