KVALITETA PROIZVODA KAO ČIMBENIK STVARANJA MARKE

is and sensitive because brands often reflect consumers' opinions and attitudes. Consumers establish a relationship based on emotions with brands and expect that certain important characteristics that they associate with a brand do not change. In particular, they expect continuity in quality, which is considered to be one of the key determinants of building a successful brand. In today's extremely fast and competitive market, it is more important for brands than ever to maintain continuity of quality and thus meet consumer expectations. The aim of this paper is to explain in more detail the characteristics of a brand, as well as the difference between a brand and a product, and the process of building a brand itself. By reviewing the available and current literature, this paper also aims to examine more closely the importance of quality in the process of creating a successful brand, which then generates positive business results and profits.