Brands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers' minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer's mind. University students are considered consumers, too. The aim of this paper is to research students' satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability.

Scholars have emphasised the importance of green settings in today’s business paradigms. Studies on green behaviour have produced a plethora of noteworthy discoveries, whether focused on financial success, individual capabilities, or development. However, despite significant growth in interest in green business practices, the relationship between individuals’ willingness and green competencies has received little attention. This article used the customised green competencies conceptual model to investigate how green skills influence organisational performance and their relationship with the willingness moment. This article developed an innovative human resource management approach to address these difficulties. A questionnaire was used to perform empirical statistical research with 516 respondents from Serbian universities. Different mathematical and statistical methodologies were used to analyse the results. The findings corroborate the suggested theoretical model, and they suggest that green competencies will influence people’s willingness to participate in green activities. This article gives new information on human behaviour and organisational effectiveness in a green atmosphere. It includes managerial and practical consequences and recommendations for businesses looking to improve their social responsibility and environmental sustainability.

Sumarry Investing represents an investment in the present to achieve certain effects in the future

Универзитет Привредна академија у Новом Саду, Факултет за примењени менаџмент, економију и финансије, Београд Сажетак: Бренд представља вредну неопипљиву имовину и један од најважнијих ресурса, који нуди низ користи, и зато се бренд мора константно изграђивати и њиме се мора пажљиво управљати. Компаније маркетиншким активностима настоје да створе снажан и препознатљив бренд, који је заправо нешто што почива у умовима купаца. Стварање бренда подразумева низ активности на осмишљавању елемената бренда, јединственог заштитног знака, карактеристичних пропагандних порука и осталих активности у циљу позиционирања бренда на тржишту. Циљ процеса стварања тржишне вредности бренда јесте максимално могуће увећање његове вредности. Три најзначајнија модела у процесу планирања и изградње бренда јесу модел позиционирања бренда, модел одјекивања бренда и модел ланца вредности бренда. Кључне речи: бренд, стварање бренда, модели креирања бренда, тржишна вредност бренда

Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.