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Exploring the value of brands on the montenegrin bottled spring water market
Published September 30, 2013
39-41

The branding strategy is based on future goals relating to clients, aimed at increasing awareness of the brand, creating a positive brand image and establishing a preference for the brand and ensuing brand loyalty. A brand is a very important factor for competitiveness and establishes a leadership position in the market, given the major impact ...that this form of intellectual property has on the perception of consumers and the success of innovative products on the market. The bottled water market has increased by about 35% in the last five years on the global level, dictated by young consumers who are becoming increasingly aware of the significance of proper nutrition in maintaining health. The research presents qualitative information on the market value of bottled water brands, the general characteristics of retailers, as well as on their target customers. The main task of this paper is to confirm the usefulness of marketing research in modern business as well as to present the benefits of brand value measurement to current or future brand owners. It is to be hoped that the results presented in this paper may serve as a good basis for upgrading marketing activities, based on a better understanding of target customers and their particular needs, through better communication for the purpose of stronger corporate branding.

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Research on the natural features of karst water, on the example of some water intakes
Published September 30, 2013
63-67

The existence of safe and abundant raw water sources is a priceless treasure for any country. Water resources are of particular importance for Montenegro, especially for the development of tourism and agriculture which represent the backbone of its economic development. With respect to water potential, Montenegro is at the top of Europe. Howeve...r, it is not a sufficient factor, but the very way it is used and protected, as well as the improvement of its valorization. Economic development which is not based on the conservation and good governance of natural resources may have negative consequences for the overall development. The aim of the paper is the study of natural properties of karst ground waters and their changes through interrelation of some ions, as indicators, on the example of five intakes in use. The paper presents the results of the research on the said waters and the values of indicators which point to their exceptional benefits for the water supply. However, the effects of the anthropogenic factor are evident, which are reflected in the range of the mole ratio of Ca /Mg ions ranging from 5.4 to 9.6, and the values (eqv.SO4/Cl) ranging from 0.3 to 2.0. Protection of the environment, especially preservation of the quality of water resources of Montenegro, imposes the urgency of implementation of the objectives of the Water Framework Directive.

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