Vol.7, No 1, 2010 pp. 119 - 128
UDC 658.8      659
IMAGE COMMUNICATION AND COMPETITIVE ADVANTAGE
Slavomir Miletić
Faculty of Economics, University of Pristina/ Kos. Mitrovica, Serbia
slavko.m@bankerinter.net
The paper deals with the problems of altered forms of competitive bidding on the market that does not lead to what companies produce in their factories, but to what is added to a product from a plant in the form of advertising, packaging, advice intended for a buyer and all other things that consumers appreciate, and it is in the function of creating a sustainable competitive advantage. Further, it indicates that any commercial communication is not applied to a specific event or a message, but the image of a company communicates. A company that wants an advantage over competitors on the market has to shape the image of a product in a way to run a story about it, and it is achieved by appropriate business communication. An integrated function of public relations/advertising contributes to the overall image and reputation of a company and its products and services.
Key Words:  Communication, image communication, competitive advantage, brand image, advertising, reputation, brand, public relations, company
KOMUNICIRANJE IMIDŽA I KONKURENTSKA PREDNOST PREDUZEĆA
Rad tretira problematiku izmenjenih oblika konkurentske borbe koja se na tržištu ne vodi između onoga što preduzeća proizvode u svojim fabrikama, već između onoga što pridodaju proizvodu koji izlazi iz pogona u obliku oglašavanja, pakovanja, saveta namenjenih kupcu i svega drugog što potrošači cene, a u funkciji je kreiranja održive konkurentske prednosti. Dalje se ukazuje da bilo koja poslovna komunikacija ne odnosi se samo na specifičan događaj ili poruku, nego komunicira imidž preduzeća. Preduzeće koje želi prednost nad konkurentima na tržištu mora da oblikuje imidž proizvoda na način da o njemu pokrene priču, što se postiže adekvatnim poslovnim komuniciranjem. Integrisana funkcija odnosa s javnošću/ oglašavanja doprinosi opštem imidžu i reputaciji preduzeća i njegovih proizvoda i usluga.
Ključne reči: komunikacija, komuniciranje imidža, konkurentska prednost, imidž marke, oglašavanje, reputacija, brend, odnosi s javnošću, preduzeće