ANALIZA IDENTITETA MARKE USLUGE

The paper analyses the characteristics of brand identity. The notion of brand identity is first defined, and then the notion of brand image is redefined, analysed and synthesized. The identity and image of the brand is presented from a communicative and semiotic aspect and compared with the role of myth and consumer self-image. The aim is to research, present and analyse the identity and image of the service brand in accordance with the consumer paradigm. The paper consists of three parts. The first part analyses the brand identity from a semiotic and psychological aspect, and the second part discusses and analyses the content of the brand image. Finally, the perceived quality of service is discussed. The brand is first of all a consumer impression and only then a cognitive value. Brand building involves making a difference, and creation takes place using the mental structures of consumers. We view the image as a result of the communication process, but also as a consumer image and experience. The image of the service is created equally by the employees, but also by the immediate experience of the consumers. It is concluded that the role of perceived service quality arises from consumer satisfaction and corporate image.