African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

Brand perception in the function of strong brand formation

Milan Stamatović1, Danko Damjanović2 and Nebojša Zakić3*
  1Faculty of Management, Metropolitan University, Tadeuša KošÄ‡uškog 63, 11000 Belgrade, Serbia. 2Faculty of Management, FAM, Vase Stajića 6, 21000 Novi Sad, Serbia. 3Faculty of Entrepreneurial Business, Cara Dušana 62-64, 11000, Belgrade, Serbia.
Email: [email protected],[email protected]

  •  Published: 30 June 2011



The paper represents a part of the research regarding the consumers’ perception of the brands’ attributes. In the research, two test specimens were used. The selection of 35 attributes capable for describing the brands was made using the first, smaller specimen, and the second specimen, which included 1180 examinees, was used to determine the perception intensity of the attributes when the examinees favourite brands are concerned. On this occasion, the research results regarding the brands’ attributes marked as the most desirable by the examinees will be presented. These attributes are useful, urban, practical, creative and global.Perception intensity of the mentioned attributes is shown with respect to the examinees sex and age, the luxury of the brand and brand’s industry.


Key words: Brand perception, marketing strategy, branding process, brand attributes.