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master's thesis
VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:400769
Brnjik, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Brnjik, I. (2022). VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:400769

Brnjik, Ivan. "VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:400769

Brnjik, Ivan. "VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:400769

Brnjik, I. (2022). 'VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:400769

Brnjik I. VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:145:400769

I. Brnjik, "VREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:400769

Metadata
TitleVREDNOVANJE BRANDA S ASPEKTA TRŽIŠNE VRIJEDNOSTI BRANDA : Diplomski rad
Title (english)BRAND VALUATION FROM THE ASPECT OF MARKET VALUE OF THE BRAND : Graduate paper
AuthorIvan Brnjik
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Od početne ideje se stvara strateški plan, koji kada se razradi dovodi do krajnjeg proizvoda koji naposljetku izlazi na tržište. Brand je jamstvo nečeg važnijeg za svoje potrošače, odnosno korisnike, a služi usmjeravanju marketinških aktivnosti. Marka se sastoji od znaka i naziva, te drugih aktivnosti i elemenata koji se dodjeljuju raznim proizvodima, uslugama i idejama od strane proizvođača. Jedna od definicija marke nam govori da je marka predstavljanje mentalne asocijacije na koju potrošači primaju iz okoline razne podražaje. Odnos između marke i klijenta se gradi godinama, te je gotovo nemoguće preuzeti poseban odnos između klijenta i marke. Prilikom upravljanja markom potrebno je uložiti veliki napor za proučavanje povrata ulaganja u određenu marku te raznih vanjskih aktivnosti koje utječu na vrijednost marke. U marketingu se najčešće koriste ova tri pojma: klijent, kupac i potrošač. U marketinškom procesu se odvija komunikacija sa ciljanom skupinom potrošača čijim se željama i potrebama treba prilagoditi. Analizirat će se količina konzumacije energetskog napitka Red Bull, u odnosu na konkurentske energetske napitke dostupne na domaćem tržištu, te će se na taj način vidjeti utječe li više svjetska popularnost navedenog branda Red Bulla, koji je u prosjeku mnogo skuplji od konkurencije ili pak niža cijena konkurentskih proizvoda na količinu konzumaciju istoga.
Abstract (english)
A strategic plan is created from the initial idea, which, when elaborated leads to the final product, which eventually enters the market. A brand is a guarantee of something more important for its consumers, i.e. users, and serves to direct marketing activities.A brand consists of a sign and a name, as well as other activities and elements assigned to various products, services and ideas by the manufacturer. One of the definitions of a brand tells us that a brand is a representation of a mental association to which consumers receive various stimuli from the environment. The relationship between the brand and the client is built over years, and it is almost impossible to assume a special relationship between the client and the brand. A great effort is made when managing a brand, a study to return on investment in a specific brand is necessary and various external activities that affect the value of the brand. These three terms are most often used in marketing: client, customer and consumer. In the marketing process, communication takes place with the target group of consumers whose wishes and needs should be adapted. In relation to competing energy drinks available on the domestic market the amount of consumption of the energy drink Red Bull will be analysed and in this way it will be seen whether the worldwide popularity of the mentioned Red Bull brand has an effect, which is on average much more expensive than the competition, or the lower price competing products on the amount of consumption of the same.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:400769
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-13 14:44:17