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Seminar paper

in marketing
1. Brand

1.1. Defining Brand

1.2. Brand manufacturers

1.3. Mark Brenda

1.4. The quality of the

1.5. Price

1.6. Choice Brand

1.7. Dimensions Of Brand

2. Brand Strategy development

3. Managing your brand

3.1. Decision on name Brands

3.2. Strategy of brand names (BRAND NAME STRATEGY)

3.3. Legal regulation of

4. Strategies in the life cycle of the brand-the brand

5. Experience of Marks & Spencer in the development of the brand "St. MICHAEL"



The product is a result of physical or mind work, created with the aim of meeting the relevant
Products and products in production are the same as retail apparel and items in the store.
Therefore a range of companies representing all the goods being the subject of his business. The
product is the first instrument of marketing, which is reflected in retail through item, whose
comprehensiveness in terms of the complex of individual goods makes an assortment of goods.
With an assortment of services this first makes an offer that company on the market.
Consumer's starting point in politics, because he creates in order to meet potroaeve needs. The
proper policy products and planned approach to managing all its dimensions with the
corresponding combination of other instruments of the marketing mix in its optimum expression
company, fighting on the market with competitors, the r ra itself a competitive advantage. To
achieve success in the management of the product must include the adoption of a set of decisions
about the same. Very important features of the modern products that allow the product
successfully position itself in the market are: quality, design, packaging, brand. They're taking
over in developed market conditions the role of significant marketing podinstrumenata, which
gets more and more competitive wars.
One of these variables in the fight for market position in developed market conditions is a
product brand that is. the name brenda. She has a bright future, especially in the area of trade.
The brand provides a number of benefits to all participants in the chain of social reproduction
and an important investment which must be profit. With it, the company can differentiate your
product in relation to the same or similar to other companies and thus create code of consumers
favor, which over time can lead to loyalty to the brand.
The brand has a modern landmark products, characteristic of the 21st century and contemporary
feature of the product. Contemporary product cannot be imagined without the brand. That's why
he takes on the title of a very important marketing instrument of every entrepreneur. That's why
it should be approached strategically manage and needs proper decisions about brand products.
Brand management should be an integral and equal part of the overall strategic management of
the company.
1.1. Defining Brand
There are a number of definitions of a brand, and the goal of any marking identifying the product
and brand.
"A brand is a name or sign by which the manufacturer or store indicates your product when they
play in the market."
"Mark is a Word, term, name, symbol or shape or combination of these, which marks a specific
manufacturer's product or store, and to distinguish it from the products of other companies."
"The brand is the name, term, sign, symbol, design or a combination of these aimed at the
identification of goods or services to one or group of producers and their differentiation from
goods or services of competitors."
On the basis of a couple of the above definition, the following conclusions can be drawn:
(1) it's always a verbal or symbolic is the term
(2) that determines the identity of a product or product range at the WTO
(3) the brand differentiating product ie. product or item IE. range of competitive
(4) that it wants to achieve the preference of consumers, his loyalty to the brand and reputation of
the company.
1.2. The brand manufacturerand
Product brand name, number, symbol, trade mark, design or a combination thereof by which the
manufacturer "brands" your product and it declares as his creator in order with their products in
relation to the same or similar, and gaining competitive advantages and effects based on the
selection of products and brand.
MFR part brand is the precursor to the current account. Therefore what is the production of mo
Rallo, due to its limited ability to adjust to changing market conditions to introduce a long time
ago but trade market orientation in business operations, early introduced, and product labelling
and brand in relation to trade. One of the oldest brands and day-to-day living. (Ivory Soap,
Vaseline). In the past most of the product had no tag, and today it is difficult to find a product
and that there is no "brand". Today, manufacturers are obliged to mark the brand.
Mass production, which requires massive spending, increasing innovation in product and round
style shortening its life cycle to introduce a mass market product. They are so similar that if I'd
been selected, transparency of the goods would be very small, which would put up with
manufacturers and trade and consumers.
The manufacturer needs to know what image consumers have of his product. The brand is one of
the variables that contribute to the formation of product images in the mind of the consumer.
Image of the product is much more important than the physical characteristics of the product.
Brand manufacturer identifies himself as the creator of the product, not to other manufacturers
using the production of similar products, from the fruits of high quality brand products of the
first manufacturer. This manufacturer is gaining control of the market, more free water policy
price, easier to implement promotional activities, builds your reputation and can protect the legal
registration of the brand. Not all products have the brand, nor is it desirable, and not every
manufacturer is not in a position to carry out marking of products. Them is to thrive in areas of
high technological complex products that require a long and expensive research effort, joint
action of the manufacturer, as they leave the trade of consumer goods and some socijalizovanih
1.3. Designation brand

The first decision you need to make a manufacturer in the area of selection brenda is whether to
impose or not to brand certain products. Today, rare merchandise to get into the market without a
brand. That's why you often make decisions about labelling. It's becoming a common practice for
manufacturers. Especially when it comes to the introduction of new products. The manufacturer
needs to mark the brand, because if such a product would not have a brand, drowned in a mass of
other products and brands, and I couldn't identify it as new. That identify him provides the brand,
which is being intensely promoted. New product development is risky business. Today often
resorts to modifications on products aimed at changing the quality, style, or some of the features
of the product. It's less risky undertaking, and provides the effects arising from product
positioning in the market, which is more successful in terms of the position of an earlier product
or similar products of competitors.
Mark brand is an important decision in the product strategy. Previously producers had no
competitors in the trade in the area of labelling of products and brand, so they resorted to such
work, regardless of the products was the word (industrial goods, consumer goods, etc.). Today
manufacturers must take account of competitive brands and trade to assess the possibility of
successful labeling brand. If more paid to a carrier selection brand is trade, then the work should
be left to her. However, producers remains wide field action that includes above all good for
production spending, then the equipment, facilities ... They develop, brand successfully in the
area of products for which an important know-how and products that are a product of
specialization, the engagement of all industry groups. These are high-value products that require
high quality and reliability, and insists on the name of the manufacturer. They have a smaller
coefficient of trades and are usually expensive. In the area of trade cannot rival the stature of the
1.4. The quality of the

When a manufacturer decides to introduce the brand, has to make a decision about the quality
that will carry this product. The basic principle of the selected product and brand to quality
products. The manufacturer must not lose sight of the component when you select the product
brand, because can it lose prestige and all the other products from their programs.
This is very important at of durable consumption goods for which a great role play parts for
replacement. They should be high-quality and reliable in order to efficiently embed in System
products. The manufacturer can decide on product quality for the Middle order collapsed and the
implementation of lower policy prices and different measures of promotion and branding.
Foundation of quality is that it is a constant quality that will not vary, to guarantee consumers
always constant quality of the products, which are bought under the brand manufacturer. A large
number of customers are oriented in a certain brand because of its quality.
1.5. Price

In this area the manufacturer can act more freely because they are produced with Brenda
differentiated from other products and is easier to put a price on them. Usually the price of
products that are labeled brand products more in relation to the prices of the same/similar
products not marked with Brenda. It's logic that the higher prices they carry higher quality.
On the other hand, the higher the price dictated by and amongst other high costs of promoting the
brand. The manufacturer may use different strategies in the formation of prices.
"General Motors" uses a system of formation of prices based on the "target of profit".
"Du Pont" is when the introduction of new synthetic fibers set a lower price than is possible in
the first place. Exploring the market thinking is that consumers are not able to pay the higher
If the manufacturer is introducing to the market completely new product under its brand, then
you can go to the strategy:
1. best prices
2. relatively low cost
If you go to the highest price then the promotion highlights the benefits of their brand relative to
competitors, winning consumers from the segment with higher income. If you do not achieve a
satisfactory sale then go to lower prices, so that other consumers drew.
Low cost producer strategy can win the market and relevant sales gro, which could be reflected
in the sale price of their products, because it has mastered production or increase if created at
consumer loyalty in terms of insistence on the brand.
If it comes to the modified product then you should follow the leaders in the pricing and use a
strategy different from competitors in terms of size, combining quality, price promotions and
market segment.
When deciding on the price, we need to monitor the market and competition. If market leader
gets a brand competitor brand, specifying the lower price of its kompatabilnom product brenda,
then leader of the can:
1. keep the price of believing in yourself
2. keep the price with boosting the value of their offerings (to improve product)
3. lower your costs at competitive levels
4. increase the price with the introduction of a new brand.
1.6. Select Brand
Select the brand of products is of great importance for his subsequent success. All the work
involves conducting research activities in the market and within the company, the results of
which must be tested by consumers.
Good selection of brand name products should have the following characteristics:
1. it's a short, simple, easy izgovorljivo and easily readable
2. that is friendly and easy to remember
3. it is pleasant, when one reads and writes
4. to pleasant sounds
5. it is not obsolete
6. the flexible needs of packaging and labeling
7. the original
8. it is easy to pronounce in a foreign language
9. that's not offensive
10. to stimulate for sale
11. the Adaptive each pool
Brand may appear in the form:
1. coins
2. custom words
3. words introduced by arrangement
Examples of well selected brands by manufacturer:
1. a fictional brands Kodak
2. proper names Ruby
3. geographical names-Drina (cigarettes)
In this phase, the manufacturer needs to make a decision on whether to carry his brand a product,
product group, or the entire product range. The manufacturer can go on:
1. individual brand a brand name individually carry each product in person. Only one product
has a name like that. Other products from carry different brand names.
2. familiar brand all product range Family Brand's family name brand for all products
3. familiar brand for the product group this means that group of products from the
manufacturer carries one brand name, which is different from other brand product groups.
4. special family brand for a line of quality within the same category of products used in
businesses where the products of the same category of products, but a different quality. That is
given a name brand and class, another for class II products ...
1.1. The dimensions of the brand
The dimensions of the brand are: width and depth
The width of the brand the number of product groups covered by this brand. It can obuvati a
large number of commodity groups or an entire product or just one department store group.
The depth of the brand the number one product brand within the commodity groups. The area
of the brand can be deep when all products in the commodity group or shallow if one covers/a
few products.
The manufacturer may make certain changes in the dimensions of the brand. Such changes are a
natural consequence of the State of the market and the opportunities that are provided by the
manufacturer in terms of keeping the brand policy. Change can be:
1. in the width of the brand
2. in the depths of the brand.
Strategic goal the development of the brand can be short-term and long-term.
Short-term goal is focused on increasing margins, i.e. on attaining the bigger differences in price,
while the long-term goal is aimed at building a stable and strong brands.
Policy margin is very important in creating relationships with consumers in the fight, with
competition, but when it comes to building brands, then policy margin should be put on the back
burner, and full attention to creating the conditions for building a brand, and these are:
1. establishing stable relationships with suppliers
2. construction of the retail infrastructure
3. development or modernisation of retail techniques and technology
4. modernization of retail facilities
5. training of personnel
6. the creation of adequate organizational culture at the company.
When these conditions are met, then we can speak about the development of the brand and its
further existence an. What is more significant is that by fulfilling these conditions creates a basis
for the development of modern shops in which the Brand was one of the primary indicators of
success on business specific retail companies. From this it may be inferred that there is a high
degree of correlation between the development of the brand and transforming traditional
commerce in the modern innovative retailers.
Retail companies that are introduced into your business your own brand ostvarivae relatively
low rate margin (compared to the volume of traffic). In the short term, the financial effects in the
phase of introducing the brand are not encouraging. In the long term, the introduction of the
brand provides retail company a stable basis for efficient operations, especially when one takes
into account the relationship with consumers and create loyalty to a particular brand of product,
which is the main objective of marketing creating satisfied customers who will repeat the
purchase of the same product in the same place. In the development of its own brand (brand),
retail companies need to be patient in anticipation of the first positive results. All leading
European retail companies, which are leaders in the business with a trade mark, on the evaluation
of efforts in developing the brand had been waiting for at least 20 years. Even this period is
considered as insufficient to complete the development of a strong brand (brand). This is
supported by British companies such as retail goes ' ASDA ', which in theory is valid opinion that
is still "young" in dealings with the brand, although it works for more than 20 years. That's why,
when talking about the leaders in business and brand, usually for example taking companies such
as M & S, Sainsbury's, Tesco, Coca Cola, which have experience in doing business with its own
brand for over 70 years. "Asda" is taken as a good example of a company that with success
begins developing a strong brand and that, as such, in the highly competitive British market still
manages to create a solid market position.
As key factors in building the brand they could extract the following:
1. establishing stable relationships with vendors and active retail participation in creating the
desired products
2. centralization management function
3. the integrity and consistency of positioning products, especially with regard to quality and
4. create an active organizational culture to brand within the company.
Choice brand names should be taken as a very important job, because it not only to identify the
company, but also differentiated range of products compared to the competition, IE. contributes
to their own image and the image of the company.
When the information propagated about consumers inform trade brands, and selective
propaganda stimulates the selection of specific brands, it will trade markka see prefereciju after a
certain time, promote yourself with your own image and together with the propaganda to
maintain reference his own reputation and improve sales.
Maloprodavci should accept and institutionalise a skill to manage trade mark, in philosophy of
the brand and its importance for business enterprises.
Philosophy of traditional shops focused on maximizing short-term sales and profits, while the
philosophy of managing trade mark aims to create long-term loyalty of consumers and their
preference, and to maximize the long term business of the whole (chart 1).
Chart No. 1. From traditional commerce to the administration of trade mark
Source: Philip Kotler and Kevin Lane Keller, a Marketing Management, Belgrade 2006.
Top maloprodavci must know what will sell to your customers, by which prices, which the
quality with which and what level of service. They have to build that relationship with your
suppliers that would allow them to purchase quality products at affordable prices. We should
strive for creating purchase process with a lower cost. Very quickly you must adapt to the new
changes on the demand side, competition and vendor activity. But, in order to build the value of
the brand, the ability of trading alone is not enough.
Philosophy of traditional shops and trade mark management philosophy should be balanced or in
a State of constant compliance. The retail company that does not have a strategy of trade marks
will never pose a more serious threat to competition
The transition from traditional business retail enterprises in business with trade mark first
requires recognizing diversity in business. Management teams at many companies that
successfully do business still don't see these differences, although agree that business with trade
mark provides enormous advantages, as evidenced by more frequent visits and purchases by
Once you identify the differences, it is necessary to determine the goals for doing business with
the trade mark. Construction of the actual value of the brand for years, for decades. Trade mark
management strategy is based on an analysis of market opportunities, analysis of the competition
and the current position of the company. Development strategy is focused on poizicioniranje
trade marks, including strategy, segmentation and differentiation. Must be carried out assessment
of the allocation of funds for investment in trade mark (where and how): in the retail, hotel, in
the distribution chain and the relations with suppliers, mass marketing and direct relationships
with consumers, and to identify the culture trade marks and its integrity.
Strategy of the brand can be very difficult to accept for many retail businesses. There are
successful companies on doing business with the trade mark. Many managers in these companies
view the trade mark as an irrelevant on a matter, quite unnecessary for "real and serious" dealing
with human trafficking. Practice has shown that this is not so, and the statements of such
managers are making business with trade mark even more challenging.
Without the development of trade mark weak retail activity, and competition is gaining a huge
chance of entering the market, which is primarily reflected in the low cost of entry into the
market and by taking the most attractive location, considering the demand of consumers. Retail
companies cannot build its brand position for all product categories in which to invest resources
and efforts. In this sense, there are two types of situations that affect the creation of opportunities
for the development of trade marks.
The first situation is focusing on weak manufacturing brands. In some product categories
individual producers ' brands can have a very weak position on the market.
In other categories of products can dominate "dormant" producers ' brands that are feeling the
decline in levels of investment and marketing activities in the field of innovation in products and
production processes.
Both of these cases represent a chance for the development of trade marks, all the more so if they
were retail companies equipped with modern technological means, if their products have a long
life expectancy and if they have built stable relations with its suppliers/manufacturers. In this
case, maloprodavci occurred while examining the target category. It is not uncommon to have it
at the beginning of works with generic or cheap products to explore possibilities for certain
product categories, looking at the current relationship between price and sales volume producer
and trade brands (their own or competing). If the manufacturer's brand has a big customer price
premium, but with average sales volume, and if the price premium is not supported adekvanto
investment in marketing and innovation, then occurs the possibility of penetration of quality
trade mark. This type of opportunities for the development of trade marks is shown in chart 2.
Chart No. 2 the possibility of trading stamps: price vs. sales volume

Source: Philip Kotler and Kevin Lane Keller, a Marketing Management, Belgrade 2006.
The second situation is when there is a possibility for remerendajzing, redefining categories of
products and/or to add category values to increase the volume of expenditure of consumers in
one product category. This situation provides a strong basis for the development of high-quality
and leading trade marks, and for the construction of diferentne competitive advantage.
Brand management is an integral part of the strategic management of commercial enterprises as a
whole. It is characterized by kontinuelnou, planning activity. The forerunner of the planning
process makes the research activity in the field of decision making about the brand.
Brand management process consists of the following stages:
1. explore possibilities for the introduction of the brand
2. research the manufacturer, quality, packaging and price for brand items
3. research the brand names
4. research strategy and Brand names of coverage range in terms of di menzije brenda
5. the legal side of the legal protection of the brand
6. make decisions on the promotional mix
7. exploring the possible strategies in the life cycle of the brand, bringing the decision on
enlargement or goes narrow brand, introducing more brands are measures to extend the life of
the brand
8. a decision on shutting down or disappearance of brenda
3.12. The decision on the name brenda
Basic characteristics of a good brand are:
1. originality and is most important
2. clarity and intelligibility
3. krotkoa and content
4. the seriousness of the
5. not to carry any epithets
6. that is memorable and adaptive art-graphic manipulation
That brand was good for items, item groups, or an assortment of he needs to be:
1. original originality is the most important characteristic of the brand because of the large
number of imitation in the market
2. guarantee of quality he has to maintain constant quality, you would have just got it down on
the questionable identification of the name of the
3. famous-brand needs to enter the large door on the market. Trade should meets a wide circle of
consumers with her.
In the choice of name brand store is at your disposal for more alternatives, but the descriptive
name the best. Descriptive mark describes the item or use or benefit from the use of. The
practice, however, shows the great success of the brands, which carry an unusual names, in the
form of a coin, such as: St Michael.
3.1. The strategy of brand names (BRAND NAME STRATEGY)
The strategies are:
1. to each item bears a name brand a brand: one item
2. get a name brand cover a whole range of products brand assortment
3. to related line carries item 1 name brand-the brand for a group of items
4. to go on one brand name for one quality, one price
5. that combines personal name and brand name stores individually
6. to use the name of the company for the brand name
Brand name individually for each item provides advantages in terms of what individualizira
items and giving it a stamp of uniqueness. It's very easy to find the right brand name, because it
comes to the individual merchandise. Fall sees the brand of an item does not convey the failure
and on other brands, or it crashes the reputation of the House as a whole. But, it is very difficult
to find for each item in the assortment of brand name adequately, because it comes to thousands
of items. The cost would be high, and a lot of time would be needed for such work. In case you
don't have familiarity with brand risks because the costs of investing high. He has more
privileges than the manufacturer's labeling brand store.
3.2. Legal regulation of
Brenda area belongs to the area of legal relations, which regulates the right of industrial property
rights, as:
1. patent law and igovno
2. the right of industrial samples and models
3. right to protection of geographical indication of origin of goods
4. the right of characters quality
5. the right of protection against unfair competition
Before you choose a specific brand name should be examined from a legal point of view and its
protection capabilities. Certain characters or names can be protected
1. the State or public emblems, flags, names or abbreviations and names the names of some
2. trademarks and names which are common good
3. so contrary to law, morality, good business practice
Trade organizations must follow the life cycle of their brand and according to stage of its cycle to
apply appropriate marketing strategies. With them she can extend each phase in the cycle of their
brand. The life cycle of the brand goes through phases:
1. the introduction of the brand in the market
2. the growth of the brand and brand preference
3. maturity in development of brand and loyalty
4. the decline of the brand and its reputation
5. regrowth or disappearance of trade marks
The first phase is the phase of introduction of IE. the launch of the brand in the market. It is a
new brand that had previously been unknown to the market and consumers. Objective of the
WTO is to make brand known and having a wider range of consumers. Marketing strategies at
this stage is based on the promotion of which is to achieve a greater degree of informing
consumers about the presence of a given brand. By using mass communication resources provide
information to consumers about the existence of a new brand. Propaganda messages are routed to
all segments of consumers, no matter how specialized brand. Messages have often repeated in
prime time when the largest number of consumers in a position to register them.
Phase growth phase which begins with a measurable increased sales by Brand and attitude of
consumers to the brand.
The longest stage is the stage of maturity of the brand. The thorny path, but she returns and the
greatest effects in terms of profit and brand image. For a long time, "St. Michael" there is at this
stage of the cycle. When the brand is in it must be a big part of the consumer insists on her and
that she is loyal. Then you need to go to modify the assortment which goes under the trade mark,
and to enriching the brand new items. "M & S" has introduced a new food-vegetarian and
healthy foods "St. Michael".
In the phase of decline in trade needs to be involved in the goal of consolidating the brand. This
situation is due to the strong competition that regardless of all efforts to give Trump brand. She
has offered something new that consumers are accepted. This could also be modified consumer
requirements, their purchasing power, the General State of the economy crisis or bad business
trade itself. Trade should try to redo your brand successful and to return the loyalty of
The last phase is the fading of the brand. The minute he stops to successfully perform its
functions, and it's not possible and it doesn't pay to be treated, it should be shut down.
In the UK's long practice of development of trade marks. The experience of M & S
acknowledges this fact, hence more in 1928. year established institutions trade marks in this
company. The introduction of trade marks resulted from Affairs philosophy M & S based on
high-quality and wide range of insured goods and services. Great attention is paid to quality
standards on whose basis is building the image of the trade mark. M & S has long felt the pulse
of the market and the requirements marketing-oriented business philosophy. As a result it
developed into the largest retailer of England and the owner of the best trade marks.
Know the name "St. Michele" originally comes from the first name of the company founder
Michael Marks. It is a word that is very well known and commonly used in the English-speaking
world and beyond. The prefix "St." is an abbreviation that stands for something sacred.
Translated name of the brand is "St. Michael". The prefix "St." pays high respect to brands, one
the lofty tone and value. It is associated with a high reputation of this name. The name carries a
note of humor, is already an extremely serious expression. In the choice of name brand M & S
are directed right and criteria of successful names. The name is short, clear, understandable,
adaptive, catchy, original, suitable for an excuse to promote. This name does not describe the
range, no points to its characteristics, the origin of the item or any possible advantages. It is a
common expression literal thousands of items the assortment of M & s. It carries a general term
for a range of more Barkley company name. Association of the company achieved a positive
effect of expanding the company's reputation for building reputation Chartreuse umber. This
strategy is quickly gaining the reputation of the brand, because it builds a highly reputable and
well-known companies. But the strategy carries the risk of transmitting the failure of any of the
item "St. Michael" on the reputation of the company as a whole. It entails constant care about
brands, its reputation, promotion and quality item that bear her name. By selling less quality and
undesirable items "St. Michael" enables consumers to create a defensive attitude towards all
other items and for the entire company.
The strategy choice brand name M & S has resorted to a strategy of global brand names for a
whole range of "St. Michael" is the familiar name of the assortment of M & s. it's very difficult
to choose one name, which would be equally expressed more heterogeneous groups in the
assortment, and approach the introduction of such a name that is associated with your own
company name. On the other hand, M & S has not succumbed to big financial izdatcima in the
survey name brands, his selekcioniranju, testing and uvoenu. These name are achieved savings
in promoting brand names, because all assets and media include the promotion of a single name.
M & S this strategy had to accept it and possible risks. First of all, it's about the negative effects
that can produce one/group items in the product range, and that is through joint brand names
reflects on all the other items, and the company as a whole. Common name brand it is impossible
to achieve individuality to each item individually, and use effects from such a strategy. It is
impossible to give through the name of any item of his personality, and it set aside in relation to
each other, and through the promotion of names to achieve consumer loyalty to brands and the
item. That's why M & S's commitment to the strategy of creating brand image, maintain quality
constant, or its improvement, with appropriate policy prices and constant propaganda that will
stimulate selective demand.
Abiding by the principle of politics and marketing brand infinity istraavajui this area, while
respecting the opinions of consumers, M & S manages over 70 to stand at the forefront of trading
companies and commercial brands. His experience in M & S confirmed the fact of the active and
kontinuelnoj care for the brand, whose activity should be based on research and planning a
marketing-oriented business philosophy postulates. Name brand must not be left to time, but
always over appear to be located at the start. It involves constantly adjusting strategy of
developing brand names varying conditions of markets and consumer demands. High prestige
brands committed to further trade it builds, not leaving the short-term effects. M & S do the same
in the brand as if she hadn't reached high reputation and such that it needs to build up more.
Cumulative high reputation brand grows in permanently constructed image and a high rate of
insistirana on brands to consumers.
Trade mark "St. Michael" M & S covers the following groups: clothes, food and drink, footwear,
accessories, home furniture, home appliances, cleaning and maintenance, books, household tools
and machines. Over 90% of the total range of the British.
At M & S we don't see a strategy of introducing more brand names for an item like a Sears (for
home appliances) or typically as the manufacturer (Proctor & Gabmle 9 brands of detergents).
This does not achieve the effects of international competition within their own range.
The basic principles on which is based the overall management and the marketing philosophy of
M & S are:
1. offering consumers top selekcionisanog the election of high quality, well designed and
attractive range of prices under the brand name "St. Michael"
2. to encourage manufacturers to use the most modern and the most efficient production
3. together with the manufacturers achieve the highest standards of quality control
4. provide warmth, necessary services, high comfort and convenience when shopping to your
5. constantly raising the efficiency of operations through simplification of a number of
operational methods and techniques
6. foster good interpersonal relationships with consumers, producers, employees and the
community which cultivate it environment in which to conduct commercial activity.
A brand represents the contemporary dimension of strategy businesses (whether the trade was
producer). As an element of range trading company is getting modern weapons of marketing. In
the management of a range of key role plays the value and reputation of brands and how its own
brand manufacturer. In modern market conditions more and more choice of goods comes down
in the end to choose the brand. He is gaining importance as a means of differentiation from the
competition, i.e. a means of implementing the strategy of market positioning.
Market positioning is a marketing strategy which tries to determine the characteristics of the bids
at which trade company can best position itself in relation to its competitors.
The success of the trading company's defined approach to market positioning. Brand effect on
the overall position of the trading companies and defines his attitude towards competition. I
brand on the market of products creates a specific position that is necessary to analyze and
reconcile with by positioning the trade enterprises as a whole. The selected strategy launch
brands should be developed in accordance with the characteristics of trade enterprises with du
and its competitors. Perceived brand quality is the main factor in his conquest of power and
conquering power, in turn makes the basic factor that determines market share. This increased
quality of products with fixed brand creates the primary path to its participation in the market.
1. James Milisavljevic, Marketing strategy, Megatrend University, Belgrade, 1991.
2. Philip Kotler and Kevin Lane Keller , a Marketing Management , Data status, Belgrade 2006.

3. Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, Marketing Basics, Data status,
Belgrade, 2005.

4. Renko N, marketing strategies, Naklada Ljevak, Zagreb, 2005