@article{Marija:164780,
      recid = {164780},
      author = {Marija, Jankovic},
      title = {Exploring the value of brands on the montenegrin bottled  spring water market},
      journal = {APSTRACT: Applied Studies in Agribusiness and Commerce},
      address = {2013},
      number = {1033-2016-84231},
      series = {7},
      pages = {4},
      year = {2013},
      abstract = {The branding strategy is based on future goals relating to  clients, aimed at increasing awareness of the brand,  creating a positive
brand image and establishing a  preference for the brand and ensuing brand loyalty. A brand  is a very important factor for competitiveness
and  establishes a leadership position in the market, given the  major impact that this form of intellectual property has on  the perception of
consumers and the success of innovative  products on the market. The bottled water market has  increased by about 35% in the last five years
on the global  level, dictated by young consumers who are becoming  increasingly aware of the significance of proper nutrition  in maintaining
health. The research presents qualitative  information on the market value of bottled water brands,  the general characteristics of retailers, as
well as on  their target customers. The main task of this paper is to  confirm the usefulness of marketing research in modern  business as well as
to present the benefits of brand value  measurement to current or future brand owners.
It is to be  hoped that the results presented in this paper may serve as  a good basis for upgrading marketing activities, based on a  better
understanding of target customers and their  particular needs, through better communication for the  purpose of stronger corporate branding.},
      url = {http://ageconsearch.umn.edu/record/164780},
      doi = {https://doi.org/10.22004/ag.econ.164780},
}