出版社：Faculty of Business and Entrepreneurship, Belgrade
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 longterm 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.
