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2015, vol. 46, br. 1, str. 47-52
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Brend kao važan element regionalne razvojne strategije na primeru Devin
Brand as a significant element of the regional development strategy at the example of Devin
Sažetak
Ideja o (regionalnom) brendiranju je važno pitanje u savremenom poslovnom okruženju. Teorijska istraživanja u ovoj oblasti su malobrojna, u poređenju sa brojem naučnih radova koji su posvećeni tradicionalnim brendovima i brendiranju. Praktična istraživanja o brendu kao važnom elementu strategije regionalnog razvoja može na taj način obezbediti niz korisnih informacija koje mogu da koriste trgovci u svojim marketinškim strategijama i u procesu brendiranja posebno. Cilj ovog članka je procena regionalnog brendiranja, na primeru Devin. Članak se sastoji iz dva glavna dela. Prvi deo se fokusira na definisanje regionalnog brendiranja i raspravlja zašto je ono važno. Drugi deo analizira brend Devin i pokazuje kako regionalni brend može da evoluira od koncepta do stvarnosti.
Abstract
The idea of (regional) branding is an important issue in modern business environment. Theoretical studies in this area are few, compared to research papers that have been dedicated to traditional brands and branding. A practical research on brand as an important element of regional development strategy can thus provide a series of useful information that marketers can use in their marketing strategies and in branding process in particular. The aim of this article is an assessment of regional branding, at the example of Devin. The article consists of two main parts. The first part focuses on defining regional branding and discussing why regional branding is important. The second part analyses the brand Devin and shows how a regional brand can evolve from a concept to reality.
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