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  • 标题:Leader influence on the brand-creating process of an organization in the aim of increasing competitiveness
  • 本地全文:下载
  • 作者:Milić Slaviša ; Milić Slaviša ; Stefanović Saša
  • 期刊名称:BRICS Law Journal
  • 印刷版ISSN:2409-9058
  • 电子版ISSN:2412-2343
  • 出版年度:2014
  • 卷号:3
  • 期号:3
  • 页码:60-68
  • 语种:English
  • 出版社:Publshing House V.Ема
  • 摘要:As one of the most significant factors which contribute to the positioning of organizations not only on the market, but also in the eyes of the consumers, is the brand. Creating a successful brand is one of the hardest tasks of a marketing strategy. If the organization possesses a strong brand which attracts consumers, then it is ensured long-term success. Branding enables for the organizations a stable income and creating a competitive advantage over the other organizations. The aim of this paper is to overview leader influence on the brand-creating process in order to increase competitiveness, as competitiveness today represents a basis of the long-term survival of the organizations. After a conducted survey, the conclusion is that employees in organizations are of the opinion that a leader's role in the brand-creating process is very significant.
  • 关键词:brand; strategy; competitiveness; leaders
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