Brands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers' minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer's mind. University students are considered consumers, too. The aim of this paper is to research students' satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability.

Универзитет Привредна академија у Новом Саду, Факултет за примењени менаџмент, економију и финансије, Београд Сажетак: Бренд представља вредну неопипљиву имовину и један од најважнијих ресурса, који нуди низ користи, и зато се бренд мора константно изграђивати и њиме се мора пажљиво управљати. Компаније маркетиншким активностима настоје да створе снажан и препознатљив бренд, који је заправо нешто што почива у умовима купаца. Стварање бренда подразумева низ активности на осмишљавању елемената бренда, јединственог заштитног знака, карактеристичних пропагандних порука и осталих активности у циљу позиционирања бренда на тржишту. Циљ процеса стварања тржишне вредности бренда јесте максимално могуће увећање његове вредности. Три најзначајнија модела у процесу планирања и изградње бренда јесу модел позиционирања бренда, модел одјекивања бренда и модел ланца вредности бренда. Кључне речи: бренд, стварање бренда, модели креирања бренда, тржишна вредност бренда

Sumarry Investing represents an investment in the present to achieve certain effects in the future

This paper proposes a new integrated model based on SWOT and extended PIvot Pairwise RElative Criteria Importance Assessment (PIPRECIA) that offers a systematic approach to strategic planning in tourism. The applicability of the proposed integrated model is demonstrated through a case study defining the main determinants of tourism development in Serbia. The result emphasizes the strategy Improving the organization, management, and enhancement of tourism development as the highest priority for implementation. The model facilitates decision-making in tourism, and its key advantages are its suitability for application in group decision-making and its simplicity.

Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

The world is changing faster than ever before. Continuous changes are also affecting the higher education sector. The number of programs on offer is growing, attraction strategies are changing, and the branding and positioning of higher education institutions are gaining significance. The growing influence of social networks on personal choice cannot be ignored. Of the world’s population, 57% uses social networks and spends an average of 2.5 h a day on them. The most popular social network, Facebook, has up to 2.9 billion active users every month. Therefore, the questions arise as to which factors influence one or another consumer choice, how social networks contribute to brand awareness, and what impact brand has on the higher education sector. After systematic and comparative analysis of concepts published in the scientific literature, the analysis of brand, brand promotion concepts, and factors that increase brand awareness is performed. This study seeks to determine whether and to what extent individual factors influencing student motivation and social networking influence the distinctiveness of a higher education institution brand and how factors influencing student motivation and social networking affect the distinctiveness of higher education institutions’ brands in general. The results of this study can help higher education institutions to develop their own plans, strategies, and good practices. Research methods: systematic and comparative analysis of concepts and methods published in the scientific literature, mathematical and statistical methods, statistical processing, and expert survey.

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Brand positioning is a process of creating an impression of a brand in the consumer’s awareness using different strategies, including prices, pro­motion, distribution, packing and competitiveness. Positioning is an act of modeling the offer and reputation of a company so that it can specially posi­tion itself in the consumer’s awareness on a target market. In order to create a positioning strategy, a brand’s unique characteristics need to be identified and what differentiates it from the competition needs to be determined. Po­sitioning calls for the identification of a target market, the identification and analysis of the competition and a brand’s optimal points of parity and points of difference. Competition can be researched from the point of view of the in­dustry (branch) and from the point of view of the market itself. Brand mantras are used to position a brand, indicating what the brand offers and for what reason it is superior in relation to other competitive brands. While standard brand positioning models are based upon detailed consumer, company and competition analyses, there are also newly appearing creative approaches to brand positioning, such as storytelling or a journalistic brand chronicle.