master's thesis
Strateško upravljanje markama

Ines Balint (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleStrateško upravljanje markama
AuthorInes Balint
Mentor(s)Mane Medić (thesis advisor)
Abstract
U današnje suvremeno doba, vrijeme velikih i ubrzanih promjena na tržištu, marka predstavlja veliki značaj. Mnoga poduzeća nastoje stvoriti jedinstvenu marku odnosno brand - ime koje će privući kupce i poslovne partnere i osigurati uspjeh na tržištu. U društvenom i kulturološkom smislu, utjecaj marke danas je gotovo nemjerljiv. Većina ljudi vjeruje da kupujući određeni proizvod pokazuju tko su i kakvi su. Marka pokazuje moć i razlikovanje od konkurencije i stvara emotivnu vezu s kupcima. Ona predstavlja ime, znak, simbol ili dizajn kombinaciju prethodno navedenog koja određuje tvrtku. Marka, uz proizvod i tvrtku koju predstavlja, uključuje i kvalitetu proizvoda te način poslovanja i komunikaciju s potrošačima. Najveća prednost marke proizlazi iz toga kako je ona pozicionirana u svijesti potrošača, odnosno mogućnosti za njegovo prisjećanje i prepoznavanje. Glavni cilj marke je ostati zapamćena i prepoznatljiva u svijesti potrošača. Cilj ovog rada je prikazati važnost marke i strateškog upravljanja markom za tvrtku.
Keywordsbrand consumers recognizable awareness company
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Dražen Ćućić (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 date2016-11-07
Parallel abstract (English)
In today's modern era, a time of great and accelerating change in the market, the brand is very important. Many companies are trying to create a single brand actually brand - a name that will attract customers and business partners and to ensure success in the market. In social and cultural terms, the impact of the brand today is almost immeasurable. Most people believe that buying a particular product show who they are and what they are. Mark demonstrates the power and differentiation from the competition and creates an emotional connection with customers. It is the name, symbol or design combination of the foregoing that determines the company. Brand, with the product and the company he represents, including product quality and way of doing business and communicating with consumers. The biggest advantage of the brand stems from the fact that it is positioned in the minds of consumers, and the possibilities for his recall and recognition. The main objective of the brand be remembered and recognized in the minds of consumers. The aim of this study was to show the importance of branding and strategic brand management for the company.
Parallel keywords (Croatian)brand marka potrošači prepoznatljiva svijest tvrtka
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:145:895549
CommitterDalija Vetengl