Title Izgradnja i pozicioniranje marke
Title (english) Branding and Brand Positioning
Author Lucija Glavić
Mentor Erik Ružić (mentor)
Committee member Dragan Benazić (predsjednik povjerenstva)
Committee member Erik Ružić (član povjerenstva)
Committee member Danijela Križman Pavlović (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2023-09-05, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Marke su oduvijek postojale, a njihova je važnost danas važnija no ikad. Donose brojne benefite i kupcima i proizvođačima, a ona diferencira jednog proizvođača od ostalih konkurenata, obećanje je kupcu za određeni proizvod ili uslugu. Sve više na značaju dobiva i emocionalni branding s obzirom na veliki utjecaj emocija kupaca prilikom kupnje i odabira marke sa kojom se ujedno i poistovjećuju. Veća tržišna vrijednost marke cilj je svakog poduzeća, a ona raste sa većom prepoznatljivošću u očima kupaca, lojalnosti, percepciji i stavovima prema marki. Za opstanak na tržištu prijeko je potrebno konstantno upravljati markom, razmišljati dugoročno te postaviti ciljeve, a sve u skladu sa misijom i vizijom poduzeća. U konačnici, bitna je pozicija marke u mislima potrošača, što se naziva pozicioniranje, a ako se ne postigne željena pozicija, započinje proces repozicioniranja.
U svrhu završnog rada, proveden je polustrukturirani intervju sa agencijom Istrialux iz Svetvinčenta. Cilj je jest spoznati proces izgradnje i način pozicioniranja marke turističke agencije.
Abstract (english) Brands have always existed, and their importance is more important today than ever. They bring numerous benefits to both customers and producers, and what differentiates one producer from other competitors is a promise to the customer for a specific product or service. Emotional branding is also gaining more and more importance, considering the great influence of customers' emotions when buying and choosing a brand with which they identify at the same time. Greater market value of the brand is the goal of every company, and it grows with greater recognition in the eyes of customers, loyalty, perception and attitudes towards the brand. To survive on the market, it is necessary to constantly manage the brand, think long-term and set goals, all in accordance with the mission and vision of the company. Ultimately, what matters is the position of the brand in the mind of the consumer, which is called positioning, and if the desired position is not achieved, the process of repositioning begins.
For the purpose of the final work, a semi-structured interview was conducted with the Istrialux agency from Svetvinčenat. The goal is to learn about the branding process and the way of positioning the brand of a travel agency.
Keywords
marka
identitet marke
upravljanje markom
pozicioniranje
Keywords (english)
brand
brand identity
brand management
positioning
Language croatian
URN:NBN urn:nbn:hr:137:520671
Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Course: Marketing Management Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2023-09-06 15:40:27