Author(s):
1. Nexhbi Veseli,

Abstract:
Abstract This paper is structured in several chapters and sub-chapters, where thourogh analyses were made about the real situation of brand products in our country, and uncontrolled production and the distribution of various brands on the market that in most cases make the process difficult of deciding to purchase the desired brands that are offered in the market, in order to meet the objectives of individuals and organizations. Therefore, the company in order to realize the desired products from the market, it must take into account customer demand, technological capacity, its skills, and commercial and financial potentials. First of all, the product strategy does not mean only the technical characteristics hoped by the demand, but also the psychological expectations, which appear with the choice of the form, design, brand, packaging, and other services. Finally, the marketing-mix and other marketing variables (price, communication, motivation, distribution, etc.) need to be determined by the product policy, since the choices made at these levels directly affect the image-branding of the product. Thus, the purpose of the paper is the brand of product, which has special importance for the successful penetration and product positioning in the market. In this paper, we analyze in particular, theories or brand mark, meaning of the mark of products, the functions of the brand, brand policy, factors that influence the creation of the brand, brand testing and brand positioning in the market. And finally, we present results from the survey conducted with a structured questionnaire, where a total number of 1424 respondents were surveyed, where they responded to 14 questions about the brand of products. From the obtained results we came up with some findings about confidence in brands, their admiration, how much are brand products purchased, who purchases them, the satisfaction from brands purchased, and so on. From the findings for brands on the Macedonian market, we recommend solutions on how companies should brend their products.

Key words:
Product marks-brands, customers, positioning, strategy

Opening paper:
Yes

Date of abstract submission:
09.05.2011.

Number of visits:
765

Conference:
REDETE 2011

Applied paper from author