BRAND MANAGEMENT IN THE FUNCTION OF GLOBAL PROGRESS OF COMPANIES: INVESTIGATION OF THE INNOVATION AND INFORMATION TECHNOLOGY ROLE

Abstract

This paper aims to undertake an empirical study to investigate the potential contribution of innovation and information technology in order to company achieve better brand performance in the efficient global market. The sample of firms surveyed included 63 Serbian companies from the population of TOP 300 Serbian companies. A research model linking innovation, IT and brand performance is developed and tested. Innovation and IT are considered effective tools for increasing the brand performance. The main result is a very strong positive relationship between innovation, IT and brand performance. It is also argued that brand management directly affects corporate profitability. It is important for a firm to understand relationships between innovation, information technology, brand performance and financial impact in business.