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University of Business Studies , Banja Luka , Bosnia and Herzegovina
University of Business Studies , Banja Luka , Bosnia and Herzegovina
The position of the brand in the market of the 21st century is a very important question of the theory and practice of marketing. Brands rule the markets. Consumers feel more confident buying brands. Pandemics, wars, economic crises and the appearance of a large number of producers contribute to the fact that consumers feel insecure and that one of the basic parameters for deciding to buy a product is the certainty of what the product provides. For a product to be a brand, it is determined by standardization and safety. From this, it is clear why consumers choose brands in most cases. With the appearance of the online store, the sales area has opened up for a large number of brands, but also for those products that we often did not have the opportunity to see before the appearance of this type of store. Therefore, the competition becomes more pronounced in one place. Everyone meets in the online world, which is very easy for the consumer to access. The goal of the research presented in this paper is precisely to determine whether online shopping has contributed to or threatened the competitive position of brands? Did it enable previously unknown products to position themselves more quickly and efficiently in the minds of consumers? Finally, has there been any change in building a brand compared to a traditional store and how much online sales and communication systems contribute to building an image. Everything will be presented on the basis of a comparative analysis of the literature in this field, cases from practice, and primary research conducted on the market of Croatia, Bosnia and Herzegovina and Serbia, in order to observe possible changes and impacts.
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