出版社：Visoka poslovna škola strukovnih studija, Novi Sad
摘要：Regarding the definitions of brand, which indicate that the purpose of branding is to create long-term relationships with consumers, brand management can be defined as the process of building consumer loyalty towards the brand.A brand is more than just a product.Practice shows that branded products have been built on for many years, by raising the level of quality, and creating a special relationship with consumers.In the process of creating loyal customer there is a great importance of human resources whose skills, competence and empathy influence the brand positioning.Considering the importance of human resource management, the paper explores the role of employees in the process of creating brand value.
其他摘要：Polazeći od definicija brenda koje ukazuju da je cilj brendiranja izgradnja dugotrajnih odnosa s potrošačima, brend menadžment se može odrediti kao proces izgradnje lojalnosti potrošača prema brendu.Brend je mnogo više od običnih proizvoda.Praksa pokazuje
关键词：brand; brand management;brand values; brand awareness; human resources; human resource management
其他关键词：brend;brend menadžment;vrednost brenda;svest o brendu;ljudski resursi;menadžment ljudskih resursa
