,

.
,
. ,
, .
.
.
, . ,
,
,
.
. , , .
.
,
.
, ,
.

.
.
, , . ,
, .
,
,
.
. ,

.

. ,
.
Vip mobile
, .

1.
1.1
brandr ( brand
).
.
,
2000.
.
200. ...
, .
,
/, ,
- .
19.

. ,
.
, ,
.
.
, ,
:
, , ,
( ) ,
. 1880. Campbell , Heinz ,
Quaker Oats . Dr. Brown, Uncle Ben, Aunt
Jemima Old Grand Dad
, .
, ,
.
.
,
.

General Motors , , ,
GM General Electrics Company,
. 1923. ,
2

, (
: General Motors
, , .
GM ).

:
?
, :
, .
,
,
.
20. o
, 1988.
raft 12.6 .
raft.
raft
.
.

, .
: ,
! ,
.

.
.

1.2
,
:
, , ,
.1
:
1. ( , ) . (
)

., 2006, , , , . 274

2. ,
. ( )
3. .
. ( )
4. . ( )
5. .
. .
. ( )
,
.
.
.2

1.3
.
: ( . ),
(. ). ,
, , .
, ,
.
,
.
.
5 : , , ,
.

, . 274

 1.

: , ., 2006., , , , . 372

( , ).
, . ,
, , , , .
.
. 3
( ), .
, , .
.
. ,
.

. , ,
. . Iphone
, , .
. ,
. , ,
, ,
. , ,
. AirBus
lowcost
.
5

 ,
.

.

.
,
.

1.4
, : 3

-
;

.

;
, ,
;
-
;

;
;

;
, .

1.5

. , Nestle 2,5
Rowenrty, ,
. , Nestle
, itKat, Quality Street, After Eight, Polo.

. ,
.
3

., ., 2002, , , , . 133

 , Coca Cola
New Coke.

.
, ,
.
.
Coca Cola, Microsoft, rcedes, Iphone .
.

.

.
.

2.
2.1
. ,
.
. , .
.
,
.
General Motorsa Chevy Nova.
no va . Kentucky Fried Chicken
. Coca Cola , , .
, - --
.
Coca Cole ---
.

.
, . ,
Procter & Gamble Pert Plus Rejoy
Vidal Sasson .

, .
7

 .
.
:
: , .

. Philips.

. ,
,
. .

. Procter &
Gamble Ariel, Fairy Liquid, Pampers .
, .

, ,

( Nokia 8910, Microsoft Windows Vista).
.
, , .
: 4
1. . ,
? ?
.
Apple
IBM ( International
Business Machines), Microsoft .
2. . ?
?
.
Shell, Ariel, Mini .
3. . ?
.

., 2006, , , , . 85

4. .
? ?
,
.
PricewaterhouseCoopers.
5. : ?

.
6. . ?
?
.
7. . ?
? ,
.

2.2
. ()
, ,
, trade mark.
,
, .5
:
1. ,
, , , .

2.

2. , , , , .

3.
5

, 2006, , , , , . 35

3. ( )

4.

:
1.
2.
3.
4.

2.2.1
, ,
, ,
.
SERIF KERNING.6
SERIF


.
5. SERIF

: http://www.fontco.com/font-facts/serif.php
facts/serif.php

KERNING .

.
6. KERNING

: http://www.wired.com/underwire/2007/04/the_math_behind/
6

http://graphicdesign.about.com/od/typographyfonts/tp/basic_type_terms.htm

10

2.2.2
,
. ,
.

.7
7.

,
. ,
.
8.

2.2.3
, .
,
. , , ;
; , , ; , , .
,
, .
2.2.4
, , ,
, . ,
, .
: , .
Corel Draw,
Adobe Illustrator Macromedia Freehand. .
. :

http://www.1-logo-design.net/

11

EPS- Encapsulated PostScript

AI- Native Adobe Illustrator source file format.

,
. BITMAP PIXEL
. .
,
. :

GIF- Graphics Interchange Format

JPEG- Joint Photographic Experts Group
TIF- Tagged-Image File Format.

.
. :

PDF- Portable Document Format

2.2.5
. ,
, . ,
, . ,
& .
. ,
, , ,
, .
, .

. , , ,
.
, , ,
.
.

. . ,
, ,
. ,
, , . , ,
: Coca
Col, Intel Inside .

12

2.3
. , ,
,
.
.
.
, .8
-
.
(Unique Selling Proposition).
. , ()
,
.
:
Nike Just do it! ( !)
Coca Cola The Coke side of life (Koka Kola strana ivota)
BMW The Ultimate Driving Machine ( )
!
,

2.4
, ,
.
.
, ,
.
.
, , ,
. ,
. , ,
, .

.

http://www.poslovnaznanja.com/objavljeni-autorski-tekstovi/com-magazin/5-slogan-proizvoda-usluge-firme.htm

13

2.4.1
:
1. :
, , , ,
.
.
2. , . o
, , , , , , , ,
.
.
3. . , Powerpoint
Wordu pdf .
2.4.2
.
.
, , .
, ,
. , ,

.
( . , , .).
.
2.4.3
.
,
( , , ,
. ,
, , , , ,
.
2.4.4
. , ,
. , ,
. ,
, , .
.

14

2.5
,
. ,
,
. .
(
.
Armani) ( Dove ,
).
9:
1. . , ,
, . Pampers.
2. . , , .
3. . , ,
.
.
4. . , ,
.
. Chanel.
5. . .
, ,
. The Nort Face
( ),
.

3.
: ,
(). ,
.
,
.

. 10
.

9

Aaker J. L., August 1997, Dimensions of Brand Personality, Journal of Marketing Research, American Marketing
Association
10
., ., , , , . 130

15

 ,
. , , , ,
. , ,
.11

3.1
: ,
.
,
, ,
.
, ,

.
, ,
,
.
,
.

3.2

,
.12

,
. ,
. FedEx
( ), Nike (), Lexus ().
,
. : .

.
, ,
.
11
12

., 2006, , , , . 311
, . 312

16


. , , ,
,
,
,
.


.
,
.
:13
1. :
.
2. :
.
3. :
.
.
:14
1. . .
,

.
Jegermeister
80 .
2. .

.
. ,
( Nivea Wrinkle Control Q10).
3. . , ?
?
, .
,
.
13
14

, . 315
, . 315

17

 .
, ,
. , Dove
- ;
; .
,

.
,
, . , ,
.

.15
. .
,
. .
.
.

.
.
.
, , ,
.

3.3
,
.
.
16:
1. :
.
.

15
16

, . 317
., ., , , , . 131

18

2. : ,
.
, .
3. : .
4. :
.
, .

3.4

,
. :
; , ;
; .
:
; ;
; /
.
,
.
9.

: , ., 2006., , , , . 539

.
. , ,
. (
).

.
19

 ,
.
,
.
,
.
.
,
.
.
,
, ,
.

, .
.
,
.
,
.
.
.
,
.
.
, ,
, .

:
( )
,
.17 .
, .

17

., 2003, , , , . 303

20


.

: , , , , ,
, .

. ,
.
, ,
.
(Public Relations )
, .
,
, ,
, ,
.
,
,
. : ,
, , , (, ,
), .

4.
.
,
, , ,
.
.
.
.
, , , ,
.18

.
:

18

., 2006, , , , . 276

21

, . ,
.
, .
, , , , ,
.
, , ,
, .
, a ,
, ,
.

4.1

. .
4.1.1 (Brand Asset Valuator)
Young and Rubicam.
:19

- ,
,

. , , .
.

.

, .
.
, .
, ,
, .

19

http://www.valuebasedmanagement.net/methods_brand_asset_valuator.html

22

4.1.2


/ . , ,
, ,
.

. 12
:20

( , , /,
, , )
( , )
( , )
( / )

.
.
,
.
4.1.3 (Brandz)
Millward Brown WPP.
Brand Dynamics .
. 21:

.
,
. , ,

.

20
21

., 2006, , , , . 279
http://www.wpp.com/wpp/marketing/brandz/brand-pyramid.htm

23

4.1.4
,
, 22:
1.

2.

3.
4. ,

10. BAV

4.

3.

2.

1.

: , ., 2006., , , , . 281

,
.

.

.

.

22

., 2006, , , , . 280

24

4.2
: .

.
.
,
: Interbrand
.
4.2.1
.

.
. ,
.

.
.
. ,


.

. :
, .

. :23

. ?
. ?
.
?
. ?

. :24

23
24

eller K, 2009, Brand Planing, A Shoulders of Giants, str. 13

, . 13

25

.
?
.
?
. ?

.
4.2.2 Interbrand
Interbrand

. o

.
, Interbrand
.
: 1) , 2) , 3)
, , 4)
5) .
, Interbrand .
, ,
, , , .
.
.
.

. , Interbrand
: 100
5%, ,
, .
Interbrand 25:
1. (25%)
.
2. (15%)
.
3. (10%) , .
25

., 2006, , , , . 292

26

4. (25%)
.
5. (10%)
.
6. (10%) .
7. (5%) .

4.3
,

. ,
,

.
4.3.1
,
.
: 1)
; ; 2)
,
. Nivea
,
, .
,
.
, .
,

( ).
, .
4.3.2
,
. ,
Kodak, ,

, 2012.. ,
Jagermeistera .

27

 ,
.
;
; ;
. ,
. ,
.
, , :
1. /
.
2. ,
.
4.3.3
.
,
.
, . , Jaffa.

. ,
, ,

. ,
. , , ,

.

28

5. Vip mobile
5.1
Vip mobile .. ,
GSM UMTS Vodafona . Vip mobile
, 23

. , ,
, , , , .
-
,
.
11 :

: http://www.vipmobile.rs/vip-ukratko/mag/clanovi-grupe.211.html

,
, 1. 2006.
, 320 . Vip mobile 6. 2007.
, 11. SIM 16
.
715.6
, , ,
, ,
.
,
, 1,6
.

5.2
Vipnet 1999. ,
50% .
29


4 ,
. 2003.
.
12.

, , , ,
. Vipnet 2006.

: , .

.
,
,

, ,
.
13. 4

Vip mobile 4 .
, ,
.
a

;

( V.I.P Very Important
tant Person, . ..).

(, , )
.

,
.
, .
; ;
30

, .
.
1:

: , Vip mobile, (2008)

2010. . ,
- . ,
, ,
.
.
,
.

5.3

. Vip mobile
.
.
,
, ,
.
.
2006.
,
.
2007. ,

, .
,
. Vip mobile
, ,

, .
,

. ,

.
31



.
, .
, : ,
.
.
:

2007.
2007.
2007.
2007.
2007.
CSR 2007.
2007.
Blackberry Vodafona 2007.
226 2008.
2008.
2008.

14:

: , Vip mobile, (2008)

Vip mobile
.
:

: , , ,
, ,
,
32

: Vip mobile, ,
, ,
,

: , , , -,
, , POS

Outdoor
POS

5.4
Strategic Marketinga, ,
83%.
6 : 903
, 40 , 14 , 3 ; 508.852 ,
6%; ,
; Blackberry Vodafona.
9 , 97%; 2007.
99,4 .

5.5
, Vip mobile
. ,
. ,
, .

: , (
, ), .

. 2010. .

33


, ,
. ,
,
.
,

.
, .
, , .,
.
:
, ;

.
, .

.
.
,
,

, .

, .

34


1. , , , , , 2006
2. , , , , 2006.
3. , , , ,
2003.
4. Kevin Keller, Brand Planning, Shoulders of Giants, 2009
5. , - , ,
, , 2006.
6. , , , , ,
2002.
7. , 4- , , , 2005.
8. , , 2 , , , 2007.
9. , , , , 2006.
10. Jennifer L. Aaker, Dimensiones of Brand Personality, Journal of Marketing Research, August
1997.
11. , , Vip mobile, ,
2008
12. www.1-logo-design.net
13. www.interbrand.com
14. www.graphicdesign.about.com
15. www.poslovnaznanja.com
16. www.valuebasedmanagement.net
17. www.wired.com
18. www.wpp.com

35