Modeling of Branding on the Example of Trading Companies

In the face of a competitive and fast-evolving marketplace, companies are seeking new ways to gain a sustainable advantage and meet increasingly sophisticated consumer demands. This paper focuses on long-term brand development as a strategic investment for building consumer loyalty and maintaining market relevance. It provides a theoretical overview of branding by tracing its historical evolution and defining it as a modern strategic tool. Central to this analysis is the brand management process, where a structured system of performance indicators has been created to systematically monitor brand health and effectiveness. Drawing from both prior research and the authors' professional experiences, the paper proposes a model for evaluating brand impact. This model was tested through an empirical study of leading trading companies in Montenegro, allowing researchers to quantify the influence of specific variables and assess their interrelationships. Statistical techniques, including descriptive statistics, correlation, and regression analysis, were used to validate the model, revealing significant relationships that affirm its practical utility. The developed model can also be applied in other research areas, which may concern some other environments.