Scholarly record

BRAND MANAGEMENT IN THE HOSPITALITY INDUSTRY IN THE REPUBLIC OF MACEDONIA

R. Ismaili, B. Aziri, I. Mazreku

Abstract

Brand management is proven to be a key factor to success worldwide. Although very clear and understandable from a theoretical point of view, when it comes to business practice brand management can be a very challenging activity, especially in markets such as the Republic of Macedonia. This is understandable having in mind that brand management, among other aspects, includes costumer perception on product value and therefore plays a vital role in customer satisfaction and even customer loyalty. Brand management includes a series of elements and techniques aiming not only at defining the core value of the product but also influencing the consumers to understand and accept the product as a needed and valuable one. Although there is a vide body of knowledge and research on brand management worldwide, when it comes to the Republic of Macedonia there is a serious lack of research and general understanding of the complexity that brand management includes. The paper strives to provide insides regarding the level of understanding on brand management among hotel and motel owners and employees in Macedonia. As will be noted throughout the paper, managers have a very limited and at the very least partial understanding of brand management but also show a relatively high degree of an unstructured and informal usage of brand management techniques.

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