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The goal of branding is to establish longlasting relationships with consumers, and the function of brand management is defined as the process of building consumer loyalty to the brand. Human resources play an important role in this process, on which the positioning of the brand depends on the skills, knowledge, abilities, loyalty and similar qualities. Considering the importance of human resource management, the paper explores the role of employees in the process of creating brand.

ULOGA ZAPOSLENIH U PROCESIMA BRENDIRANJA PREDUZEĆA BEST SEED PRODUCER DOO