master's thesis
Financijska vrijednost branda prema Interbrandu, BrandZu i Brand Financeu

Jurica Delija (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleFinancijska vrijednost branda prema Interbrandu, BrandZu i Brand Financeu
AuthorJurica Delija
Mentor(s)Mane Medić (thesis advisor)
Abstract
Opipljiva imovina (proizvodi, zemljišta, građevine i financijska imovina) smatra se glavnim izvorom poslovne vrijednosti. Utvrđivanje vrijednosti branda je vrlo složeno pitanje kako sa svojim sadržajem, tako i s metodologijom. Prilike na tržištima u posljednjem kvartalu dvadesetog stoljeća ukazale su da vrijednost tvrtke ne čini samo njena opipljiva imovina. U posljednje vrijeme javlja se nekoliko metoda koje omogućuju vrednovanje branda. Tvrtke koje su razvile specijalizirane softvere koji su bazirani na različitim izvorima informacija i proračunima kompanija. Neopipljive komponente i to u prvom redu brand, ali i ostale poput patenata, tehnologije i zaposlenika, prepoznate su na tržištu, te je došlo do drastičnog povećanja tržišne vrijednosti pojedinih tvrtki u odnosu na njihovu knjigovodstvenu vrijednost. Različita mišljenja o vrijednostima branda u posljednje vrijeme se sve više sukobljavaju što će u budućnosti dovesti do jedinstvenog računanja vrijednosti u cijelom svijetu. Interbrand, Brandz i Brand Finance su kompanije koje su prve krenule sa izračunavanjem pojedinog branda na globalno, regionalnoj razini. Razvile su softvere koju im omogućuju vrednovanje svakog Branda. Danas su postale neizostavan izvor informacija svakom ozbiljnom investitoru koji želi ulagati u neko područje, bilo znanosti bilo tehnologije. Uvidom u rezultate istraživanja tih kompanija može se dobiti evidenciju koliku neki brand ima vrijednost, što materijalnu a što nematerijalnu. Također su te kompanije i same postale Brand.
KeywordsBrand brand value methodological aspect
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-27
Parallel abstract (English)
Tangible assets (products, land, buildings and financial assets) is considered the main source of business value. Determining the value of the brand is a very complex issue as to its content, as well as the methodology. Second-hand markets in the last quarter of the twentieth century have indicated that the value of the company is not only its tangible assets. These days there are several methods that allow evaluation of the brand. Companies that have developed specialized software that are based on different sources of information and budgets of companies. Intangible components and to primarily brand, or other such patents, technology and employees, are recognized in the market, and there has been a drastic increase in the market value of individual companies relative to their book value. Different opinions on the values of the brand in recent years more and more conflict in the future which will lead to a unified computing values throughout the world. Interbrand, Brandz and Brand finance companies that were the first strolled by calculating each brand when it comes to global, regional level. Have developed software that allows them to evaluation of each brand. Today they have become an indispensable source of information for any serious investor who wants to invest in an area of science was either technology. After examining the results of these companies can be obtained records of how much a brand has value as tangible and intangible that. Also these companies themselves have become brand.
Parallel keywords (Croatian)Brand vrijednost branda metodološki aspekt
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:319808
CommitterGordana Kradijan