deliver the brand promise. Process also encourages employees to internalize the desired brand image and project it to the … customers. This triggers the development of emotional attachment to the brand which is reflected in brand identification, brand … commitment and brand loyalty. Focus group research offers following propositions. Employees, who identify with brand values and …

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 …

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 … illustrated by using a research model of strategic repositioning of a brand. The results of the analysis of competitors, the …