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Many authors (e.g. Aaker [1], Keller [2]) have highlighted the importance of the brand among the company’s exploited assets. A number of papers dealing with the company brand and its valuation as a company’s important intangible asset highlight the growing importance of this asset within the company’s exploited set of assets. The focus is particularly on the brand ability to influence the consumer behavior and thereby achieve economic advantages compared to competitors in the form of higher profit margins, a highe...

This paper attempts to analyze the system and the behavior of all actors in the field of competition by determining and then analyzed its composition, degree of concentration of businesses in the same activities, bringing them about pricing, bringing them to customer, the number of businesses participating in the market, types of products or services they offer, and many other factors in order to assess the level of competition between businesses in different areas so all this with the purpose of implementation of...

The following article is devoted to structural, semantic characteristics of brands and trade mark nominations. The linguistic pragmonim status is not accurately defined because it’s a periphery class in proper name space (onomastics). The purpose of the research is to examine the trademark function in Russian mental space. The selection of study material is caused by methodology and a technique of the analysis. We use the interpretive method to identify the general linguistic and onomastic concepts, the formalizin...

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 inc...