摘要：Česte promene preferencija potrošača uslovljavaju neophodnost konstantnog prilagođavanja ponude proizvođača,te je shodno tome neophodno izgraditi adekvatnu arhitekturu brenda koja organizuje portfolio kompanije.Kao odgovor na trenutno rastući cenovno osetljivi tržišnisegment,proizvođači razvijaju borbene brendove ivertikalne ekstenzije naniže,a trgovinski lanci trgovinske marke kako bi izašli u susret zahtevima tržišta.Predmet istraživanja ovog rada su različite strategije brendiranja na tržištu negaziranih voćnih sokova u Srbiji a u tu svrhu su korišćene kvalitativne i kvantitativne metode.Utvrđeno je da su brendovi u nižim cenovnim kategorijama prisutni u ponudi voćnih sokova,ali da ne postoji univerzalna strategija brendiranja.Što se tiče potrošača,oni prepoznaju različite nivoe kvaliteta,što utiče na njihovu spremnost da plate konkretan brend.Takođe,imidž proizvođača nije narušen prisustvom njegove ponude u više cenovnih kategorija,a proizvođačima se više veruje nego brendovima proizvoda.U kategorijivoćnih sokova uočena je dominacija proizvođačkih brendova u odnosu na trgovinske marke,iako su rezultati „slepog"testa pokazali da po kvalitetu one nužno ne zaostaju za vodećim brendovima na tržištu.
其他摘要：Frequent changes in consumers’preferences cause the need for constant adjustment of manufacturers’ offer,which all give much importance to building appropriate brand architecture,that organizes company’s portfolio.As a reaction to current growing price sensitive market segment,manufacturers have developed fighting brands and downward vertical brand extensions,while private labels are offered by retailers,so to fulfill expectations coming from the market.Different branding strategies used in fruit juice market in Serbia are the subject of this research and both quantitative and qualitative research methods were used.The results show that low – cost brands are present in this category.However,there’s no unique branding strategy.Consumers recognize various levels of products’ quality,which influence their readiness to pay for it.Also,manufacturers’ presence across different price levels doesn’t negatively affect their image amongst the consumers and the level of trust given to manufacturers is generally higher compared to products’ brands.In fruit juice category,manufacturers’ brands dominate private labels,although „blind"test results show that quality of these two brands’ types doesn’t necessarily differ.
关键词：Česte promene preferencija potrošača uslovljavaju neophodnost konstantnog prilagođavanja ponude proizvođača,te je shodno tome neophodno izgraditi adekvatnu arhitekturu brenda koja organizuje portfolio kompanije.Kao odgovor na trenutno rastući cenovno osetljivi tržišnisegment,proizvođači razvijaju borbene brendove ivertikalne ekstenzije naniže,a trgovinski lanci trgovinske marke kako bi izašli u susret zahtevima tržišta.Predmet istraživanja ovog rada su različite strategije brendiranja na tržištu negaziranih voćnih sokova u Srbiji a u tu svrhu su korišćene kvalitativne i kvantitativne metode.Utvrđeno je da su brendovi u nižim cenovnim kategorijama prisutni u ponudi voćnih sokova,ali da ne postoji univerzalna strategija brendiranja.Što se tiče potrošača,oni prepoznaju različite nivoe kvaliteta,što utiče na njihovu spremnost da plate konkretan brend.Takođe,imidž proizvođača nije narušen prisustvom njegove ponude u više cenovnih kategorija,a proizvođačima se više veruje nego brendovima proizvoda.U kategorijivoćnih sokova uočena je dominacija proizvođačkih brendova u odnosu na trgovinske marke,iako su rezultati „slepog"testa pokazali da po kvalitetu one nužno ne zaostaju za vodećim brendovima na tržištu.
其他关键词：Frequent changes in consumers’preferences cause the need for constant adjustment of manufacturers’ offer,which all give much importance to building appropriate brand architecture,that organizes company’s portfolio.As a reaction to current growing price sensitive market segment,manufacturers have developed fighting brands and downward vertical brand extensions,while private labels are offered by retailers,so to fulfill expectations coming from the market.Different branding strategies used in fruit juice market in Serbia are the subject of this research and both quantitative and qualitative research methods were used.The results show that low – cost brands are present in this category.However,there’s no unique branding strategy.Consumers recognize various levels of products’ quality,which influence their readiness to pay for it.Also,manufacturers’ presence across different price levels doesn’t negatively affect their image amongst the consumers and the level of trust given to manufacturers is generally higher compared to products’ brands.In fruit juice category,manufacturers’ brands dominate private labels,although „blind"test results show that quality of these two brands’ types doesn’t necessarily differ.
