prikaz prve stranice dokumenta Upravljanje markom u online okruženju
No public access
master's thesis
Upravljanje markom u online okruženju
Dubrovnik: University of Dubrovnik, 2016. urn:nbn:hr:155:843597
Vučićević, Dajana
University of Dubrovnik
Faculty of Economics and Business

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Vučićević, D. (2016). Upravljanje markom u online okruženju (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:843597

Vučićević, Dajana. "Upravljanje markom u online okruženju." Master's thesis, University of Dubrovnik, 2016. https://urn.nsk.hr/urn:nbn:hr:155:843597

Vučićević, Dajana. "Upravljanje markom u online okruženju." Master's thesis, University of Dubrovnik, 2016. https://urn.nsk.hr/urn:nbn:hr:155:843597

Vučićević, D. (2016). 'Upravljanje markom u online okruženju', Master's thesis, University of Dubrovnik, accessed 27 March 2025, https://urn.nsk.hr/urn:nbn:hr:155:843597

Vučićević D. Upravljanje markom u online okruženju [Master's thesis]. Dubrovnik: University of Dubrovnik; 2016 [cited 2025 March 27] Available at: https://urn.nsk.hr/urn:nbn:hr:155:843597

D. Vučićević, "Upravljanje markom u online okruženju", Master's thesis, University of Dubrovnik, Dubrovnik, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:155:843597

Metadata
TitleUpravljanje markom u online okruženju
Title (english)BRAND MANAGEMENT IN ONLINE ENVIRONMENT
AuthorDajana Vučićević
MentorDoris Peručić (mentor)
Committee memberMatea Matić (predsjednik povjerenstva)
Committee memberIvana Pavlić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2016-06-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Upravljanje markom je složen proces koji zahtjeva kontinuirani angažman u svrhu povećanja vrijednosti marke, stvaranja pozitivnog i prepoznatljivog imidža marke u javnosti, oblikovanja odgovarajućih marketinških aktivnosti te praćenja promjenjivih potreba potencijalnih potrošača. Kako bi na što bolji način odgovorila na očekivanja potrošača, za marku je neophodno prilagođavanje novonastalim tržišnim i tehnološkim uvjetima. Upravo je tehnološki progres važna sastavnica rasta, budući da marki... More pruža brojne komunikacijske mogućnosti koje pridonose stvaranju bolje interakcije s ciljnim potrošačima. Cilj ovog diplomskog rada jest prikazati važnost korištenja digitalne tehnologije u komunikaciji marke prema svom ciljnom segmentu potrošača u okviru procesa upravljanja markom. Korištenjem spoznaja dobivenih na temelju proučavanja literature kao i uz pomoć analize slučaja na primjeru marke Adidas, potvrđena je činjenica da prisutnost i aktivnosti koje marka poduzima u elektroničkom okruženju rezultiraju kvalitetnijom i jednostavnijom dvosmjernom komunikacijom kao i povećanjem poznatosti marke, što pridonosi uspješnom upravljanju markom. Digitalizacija omogućuje novi način približavanja marke potrošačima, a karakterizira je jednostavnost korištenja, globalna dostupnost potrebnih informacija, oblikovanje kreativnih poruka kao i brzina objavljivanja sadržaja te mogućnost stvaranja interakcije. Rezultati istraživanja su pokazali da, za razliku od tradicionalne marketinške strategije, primjena digitalne strategije u procesu upravljanja markom osigurava povećanje svijesti, povjerenja i stvaranje boljeg odnosa potrošača s markom. Less
Abstract (english)
Brand management is a complex process that requires continuous engagement in order to increase brand value, creates positive and recognizable brand image, designs the appropriate marketing activities and observes the needs of potential customers. In order to create better respond to customer's expectations, the necessity for brand is to adjust to the new market and technological conditions. Technological progress is an important component of growth, since it provides numerous communication... More opportunities that contribute to create a better interaction with the target customers. The main goal of this paper refers to pointing out the importance of using digital technology for communicating brand to its target customer segments as a part of brand management process. The knowledge obtained by studying the literature and facts based on case-study analysis for Adidas brand, confirmed the fact that the presence and activities taken by brand in the electronic enviroment result with high-quality and simpler two-way communication as well as increasing brand awareness, that contribute to successful brand management. Digitalization provides the new way of connecting brand with customers and it is characterized by simplicity of use, global information availability, promptness of content publishing and the possibility of two-way communication. The research results show that, as opposed to traditional marketing strategy, the use of digital strategy as a part of brand management process increases brand awareness, trust and business relationship with customers. Less
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:155:843597
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Public noteRad izvorno ne sadrži ključne riječi.
Created on2016-09-09 08:44:39
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.