PRODUCT VS BRAND
Dijana Medenica Mitrović
Milica Raičević
DOI: https://doi.org/10.31410/limen.2018.460
4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations, Belgrade – Serbia, December 13, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Engineering Management – Belgrade, Serbia; Modern Business School – Belgrade, Serbia; Faculty of Business and Management Sciences – Novo Mesto, Slovenia; Faculty of Business Management and Informatics – Novo Mesto, Slovenia; Business Academy Smilevski – BAS, Skopje, Macedonia; BAS Institute of Management, Bitola, Macedonia, ISBN 978-86-80194-15-8
products to consumers and gain their trust. By branding, the product is packaged in a consistent
whole and reflects what the company wants to present to consumers, making the brand an
invisible substance that makes the product recognizable. The first part of the paper deals with
the theoretical concept of the brand, its characteristics and the life cycle, and the second on the
research of the branding process, showing how one product is branded and what is the
difference between the terms: product and the brand.
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Medenica Mitrović_Raičević_PROIZVOD NASPRAM BRENDA_pp_460-465
