Access restricted to students and staff of home institution
master's thesis
Vrijednost marke

Anja Ferenčak (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za ekonom. i managem. gosp. subjekata
Metadata
TitleVrijednost marke
AuthorAnja Ferenčak
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Marke postaju izvor diferencijacije u razdoblju sve veće zasićenosti i konkurentnosti na tržištu, one za poduzeće predstavljaju izvor konkurentske prednosti i opstanka na tržištu. U današnje vrijeme ubrzanog razvoja komunikacija, sve većeg rasta konkurencije i razvoja u marketingu, došlo je do novih izazova u upravljanju markama, te je potreba za mjerenjem vrijednosti marke postala jako bitna. Zato su se razvile različite metode vrednovanja financijske i tržišne vrijednosti marke, koje će biti prikazane u ovome diplomskom radu. Vrijednost marke je dodana vrijednost koju proizvod ili usluga postigne zbog činjenice da je u vlasništvu marke. Na tržištu Republike Hrvatske koncept mjerenja vrijednosti marke još uvijek nije šire primijenjen u praksi, te da ga se često koristi samo prilikom preuzimanja i spajanja poduzeća. Pravi razlog mjerenja vrijednosti marke jest dobivanje odgovora na pitanje hoće li potrošači i dalje kupovati određenu marku. Jedan od temeljnih problema s kojima se susreću marketinški i financijski stručnjaci jest identificiranje, mjerenje i upravljanje podacima o vrijednosti marke. Upravo zbog mnogobrojnih načina mjerenja i vrednovanja marke, kako s tržišne, tako i s financijske strane, ne postoji jedinstveni način procjene vrijednosti marke. Iz tog je razloga potrebno razumjeti odnos potrošača i marke te kvantificirati trendove i usporediti marke iz iste, slične ili različite kategorije.
Keywordsbrand financial brand value brand equity brand equity measurement management of brand equity
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za ekonom. i managem. gosp. subjekata
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 date2016-09-26
Parallel abstract (English)
Brands are becoming a source of differentiation in the period of increasing saturation and competitiveness in the market, for the company they are a source of competitive advantage and survival on the market. Today, because of the rapid development of communications, an increasingly growing competition and development in marketing there have been new challenges in managing brands and the need for measuring the value of the brand has become very important and therefore different methods of financial value and brand equity calculations were developed and will be mentioned in this graduation thesis. The value of the brand is added value that the product or service reaches due to the fact that it is owned by the brand. On the Croatian market the concept of measuring the value of the brand has not yet been widely applied in practice and it is often used only in cases of acquisitions and mergers. The real reason of measuring the value of the brand is to provide an answer to the question whether consumers will continue to buy a specific brand. One of the fundamental problems faced by marketing and financial experts is to identify, measure and manage data about the value of the brand. Because of the many ways of measuring and evaluating the brand, as from the market point of view, as well as the financial point of view, there is no uniform way of assessing the value of the brand. For this reason it is necessary to understand the relationship of consumers and brands and to quantify trends and compare the brands of the same, similar or different categories.
Parallel keywords (Croatian)marka financijska vrijednost marke tržišna vrijednost marke mjerenje
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:145:891965
CommitterDalija Vetengl