1、2550 英文单词， 13000 英文字符 ， 中文 4300 字 文献出处： Melovi B, Ishkov A, Romanovich M. Branding Companies as a Factor of Competitiveness-Relevance for the Engineering ManagementJ. Procedia engineering, 2016, 165: 1563-1567. Branding companies as a factor of competitiveness - relevance for the engineering managem
2、ent Boban Melovi, Alexander Ishkov , Marina Romanovich Abstract In modern business conditions, brand represents a very important source of corporative competitiveness and a power means of retaining existing customers and attracting the new ones. Business success is determined by good relations with
3、customers, profitable in long term, which directly influences the profit increase. Buyers who identify the source of the product or producer with the brand, have by all means the benefits from brands. Creating the brands exactly represents one of ways of adding and realising special values of a prod
4、uct (service, organization etc). Brand does not only represent the object of sale, but also what that company does and what it is about, in fact! It is a significant part of the capital of the company which obtains power at the market and has a remarkable economic contribution. In one word, the issu
5、e of the brand is today the most significant function of the marketing, which cannot be born overnight, but is a result of hard work, investing and time. Taking all this into consideration, this concept received increasing attention in the field of engineering management. Keywords: brand, brand mana
6、gement, competitiveness, company, engineering management 1. The concept of brand - definition of brand and its role Brand is defined in many different ways. The brand represents a group of elements (name, logo, symbol, design, and message) which identify and distinguish: organizations, products, services (as well as people, places and ideas) and made unique rational and emotional associations, beliefs and expectations of the buyers / consumers / users 1. One of the most acceptable definit
