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master's thesis
Suvremene strategije upravljanja markom
2017. urn:nbn:hr:145:189170
Marić, Danijel
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Marić, D. (2017). Suvremene strategije upravljanja markom (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:145:189170

Marić, Danijel. "Suvremene strategije upravljanja markom." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:189170

Marić, Danijel. "Suvremene strategije upravljanja markom." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:189170

Marić, D. (2017). 'Suvremene strategije upravljanja markom', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:189170

Marić D. Suvremene strategije upravljanja markom [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:189170

D. Marić, "Suvremene strategije upravljanja markom", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:189170

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Metadata
TitleSuvremene strategije upravljanja markom
Title (english)Modern strategy of brand management
AuthorDanijel Marić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberJerko Glavaš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2017-07-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tijekom povijesti, stoljećima se pojam marke koristio kao sredstvo identifikacije istih ili sličnih proizvoda ili usluga koje su bile prisutne na tržištu. Tijekom godina, pojam marke je evoluirao u moćno sredstvo pomoću kojeg je moguće ući u svijest potrošača korištenjem različitih strategija pozicioniranja marke. Njena uloga jest komuniciranje s potrošačima u cilju diferencijacije proizvoda od konkurenata, te zadovoljavanje potreba i želja potrošača. Marketing je moćan način pozicioniranja marke proizvoda u svijest potrošača, a korištenjem najmodernije tehnologije oglašavanja putem Interneta, moguće je na brz i efikasan način postići najbolje rezultate koristeći se minimalnim sredstvima ulaganja. U istraživačkom dijelu rada korištena je metoda anketnog upitnika čiji je cilj bio istražiti koliko je pozicioniranje marke u svijesti potrošača na način svojstven današnjem digitalnom dobu, funkcionalan i efektivan, te na koji način i u kojoj mjeri cijena ovisi o odabiru neke marke od strane potrošača. Isto tako, istraživanje je pokušalo potvrditi tezu da je oglašavanje putem Interneta danas, zaslužno za pozicioniranje mnogih novijih marki, a da je potrošaču dan veliki izbor različitih proizvoda, te je on sada u mogućnosti ostvariti izravnu komunikaciju sa određenom markom te na taj način odlučiti kojoj će marki vjerovati i koju marku će odabrati.
Abstract (english)
During the history, for centuries the meaning of the word „brand“ was used as a medium for identification of the same or similar products and services that were present on the market. During the years, the term of brand evolved in powerful tool with what is possible to enter in consciousness of consumer using diferent strategies of brand positioning. Her roll is to communicate with consumers in order to differentiate of products from competition, and meeting the needs and desires of consumers. Marketing is powerful way of positioning brand of products in consciousness of consumer, and using modern technology of advertising using the Internet, it is possible in a fast and efficient way achieve the best results with minimum of investments. In the research part of work, the method of questionnaire is used to research in what measure is position of brand in consciousness of consumers is functional and effective, in today's age of advertising using digital technology, and how the price affects in selection of brand. Research has attempted to confirm thesis that advertising over the Internet today has very much credit for positioning many recent brands, and that consumer is given large choice of different products, and now he is in position where he can directly communicate with brand and decide which brand should he trust and which brand will he choose.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:189170
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management
Course: Trade and logistics
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 on2017-07-13 12:45:04