Uloga branda u stvaranju lojalnosti potrošača

Each company strives to build a brand that will be known on the market for years and a brand that will be so prominent on the market that it will be known from generation to generation. Brand building is a lengthy and complex process in which involves a large number of people. In order to build a brand that will be recognizable and survive on the market in the long run, it takes days, months, years to develop the concept of launching a brand, as well as to successfully implement and maintain it on the market. Brands not only sell a product or service but also the unique relationship that businesses build with consumers. Brands are a great weapon that, if properly presented and marketed, can bring great benefits to the company. Brands need to be carefully managed so they don't lose value. Businesses have a clear understanding of how strong their brand is and how successful their business will be in the future, based on the knowledge of the number of loyal consumers and the activities of loyal consumers. When a company builds a strong brand that is perceived by consumers as a quality and trustworthy brand, then the company can start using the brand to market new products and attract new consumers. Among its most famous brands today is Nivea, which in its first 100 years of business has managed to build a brand whose business is based on open communication with consumers, development of new products that keep pace with consumer needs and desires and changes in the market, improvement and innovation of existing products, and rewarding loyal consumers.