Aleksandar Brzaković – Faculty of Applied Management, Economics and Finance in Belgrade – MEF, University Business Academy in Novi Sad, Jevrejska 24, Belgrade, Serbia

Stefan Brzaković – Faculty of Applied Management, Economics and Finance in Belgrade – MEF, University Business Academy in Novi Sad, Jevrejska 24, Belgrade, Serbia

7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-54-7, ISSN 2683-6149, DOI:

Brand creation;
Luxury products



A brand is a collection of all tangible and intangible elements of a product or service which make it unique. Design is one of the most impor­tant components of a brand. Design consists of all those characteristics that influence the way how a product appeals to a consumer, what impression a product leaves on a consumer and how a consumer benefits from a prod­uct. It comprises all the characteristics of a product or service that influence the appearance of a product or service and the way how it works. When speaking about brand design, it is usually the key brand elements which are thought of, such as a logo, a color scheme, typography and other design components that make a brand differentiate from competitors’ ones and recognizable to consumers. According to the extant literature, insufficient attention seems to be paid to studying the contribution made by design in creating relevant brands. This paper is aimed at indicating the significance design has in the brand creation process, the significance of certain individ­ual elements, such as the packaging design and colors. In the paper, a spe­cial reference is made to design and drivers of the values of luxury products.

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