prikaz prve stranice dokumenta Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb
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master's thesis
Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb
Dubrovnik: University of Dubrovnik, 2018. urn:nbn:hr:155:680891
Matana, Elena
University of Dubrovnik
Faculty of Economics and Business

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Matana, E. (2018). Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:680891

Matana, Elena. "Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb." Master's thesis, University of Dubrovnik, 2018. https://urn.nsk.hr/urn:nbn:hr:155:680891

Matana, Elena. "Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb." Master's thesis, University of Dubrovnik, 2018. https://urn.nsk.hr/urn:nbn:hr:155:680891

Matana, E. (2018). 'Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb', Master's thesis, University of Dubrovnik, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:680891

Matana E. Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb [Master's thesis]. Dubrovnik: University of Dubrovnik; 2018 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:155:680891

E. Matana, "Upravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb", Master's thesis, University of Dubrovnik, Dubrovnik, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:155:680891

Metadata
TitleUpravljanje markom u bankarskom sektoru RH: Primjer banke Privredna banka Zagreb
Title (english)Brand management is bank sector of the Republic of Croatia: The case study of bank Privredna banka Zagreb
AuthorElena Matana
MentorBarbara Puh (mentor)
Committee memberIvana Pavlić (predsjednik povjerenstva)
Committee memberMarija Dragičević (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2018-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se raspravlja o važnosti koncepta upravljanja markom, posebice u bankarskom sektoru. Da bi se glavna problematika što detaljnije analizirala i objasnila, u prvom teorijskom dijelu rada stavlja se naglasak na povijest označivanja markom. Ističe se pojam marke i različiti pristupi definiranju marke te njena važnost za tvrtke i klijente. Slijedom toga, obrađuje se identitet marke te njezina tržišna i financijska vrijednost. Analizira se svaki element identiteta marke individualno i način na koji se može njima upravljati, način mjerenja vrijednosti marke te koje strategije upravljanja markom postoje. Također se govori o bankarskom sektoru u Hrvatskoj, vrstama banaka, specifičnostima primjene marketinga u bankarskom poslovanju te kako upravljati markom banke. Posljednje poglavlje rada nastoji prikazati upravljanje markom na konkretnom primjeru, koji se u ovom slučaju odnosi na Privrednu banku Zagreb. Kroz analizu osnovnih podataka banke, organizacijske strukture, elemenata identiteta marke, marketinškog miksa i strategija upravljanja markom donosi se zaključak sveukupne analize u svrhu prihvaćanja ili odbacivanja istraživačke hipoteze.
Abstract (english)
This paper discusses the importance of the concept of brand management, especially in the banking sector. In order to analyze the main issues and analyze it in greater detail, in the first theoretical part of the paper an emphasis is placed on the marking history. The concept of brands and different approaches in defining the brand and its importance for companies and clients is emphasized. Consequently, the brand identity and its market and financial value are processed. It analyzes each element of brand identity individually and how it can be managed, how to measure brand values, and which brand management strategies exist. Paper also discusses banking sector in Croatia, types of banks, specifics of the application of marketing in banking operations, and brand management in bank sector. The last section of the paper seeks to show the brand management on a concrete example of Privredna banka Zagreb. By analyzing the basic data of the bank, the organizational structure, the brand identity elements, the marketing mix and the brand management strategy, the conclusion of complete analyzes is made for the purpose of accepting or rejecting research hypotheses.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:680891
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note3869
Created on2018-09-21 09:18:59