Naslov (eng)

The role of brand re-innovation in the system of reinnovation radar

Autor

Mamula Nikolić, Tatjana
Perić, Nenad

Opis (eng)

Abstract: In order for established and well-known brands to reinvent themselves, reinnovate, and remain relevant and competitive in today’s rapidly changing business environment, reinnovation is essential. The objective of the desk research was analysing the process of how to perform brand reinnovation and which type of tools could be used. It the paper there are several examples of long-lived brands that have been reinnovating permanently. Leading companies today are directing their managerial objectives towards intangible assets, as global competition intensifies and many competitive advantages (such as technology) become increasingly short-term, thereby amplifying brands’ contribution to shareholder value. Consequently, the need for brand valuation is growing from both a corporate management and transaction perspective. Consumers are viewed as intangible assets that an organization and brand should strategically acquire, nurture, and maximize the value of, much like other financial assets. In 1975, intangible value accounted for 17% of the total value, whereas in 2015, tangible value reached 61%. These figures clearly demonstrate the growing importance of nurturing employees, developing brands and new products, securing licenses, contracts, and all elements constituting intangible value. The contribution of the paper is understanding the power of reinnovation via management tool named the innovation radar and its role in analysing the brand performance.

Jezik

engleski

Datum

2023

Licenca

© All rights reserved

Predmet

Keywords – Reinnovation, brands, brand reinnovation, customers.

Deo kolekcije (1)

o:1311

Радови наставника и сарадника Института за срп...