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master's thesis
Strateško upravljanje markama
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2016. urn:nbn:hr:145:895549
Balint, Ines
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Balint, I. (2016). Strateško upravljanje markama (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:145:895549

Balint, Ines. "Strateško upravljanje markama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:895549

Balint, Ines. "Strateško upravljanje markama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:895549

Balint, I. (2016). 'Strateško upravljanje markama', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:895549

Balint I. Strateško upravljanje markama [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:895549

I. Balint, "Strateško upravljanje markama", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:895549

Metadata
TitleStrateško upravljanje markama
AuthorInes Balint
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-11-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:895549
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-12-14 08:45:07