prikaz prve stranice dokumenta Uloga branda na konkurentnost s osvrtom na hrvatske brandove
Access restricted to students and staff of home institution
master's thesis
Uloga branda na konkurentnost s osvrtom na hrvatske brandove
2016. urn:nbn:hr:145:051597
Šoić, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Šoić, I. (2016). Uloga branda na konkurentnost s osvrtom na hrvatske brandove (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:145:051597

Šoić, Ivana. "Uloga branda na konkurentnost s osvrtom na hrvatske brandove." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:051597

Šoić, Ivana. "Uloga branda na konkurentnost s osvrtom na hrvatske brandove." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:051597

Šoić, I. (2016). 'Uloga branda na konkurentnost s osvrtom na hrvatske brandove', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:051597

Šoić I. Uloga branda na konkurentnost s osvrtom na hrvatske brandove [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:051597

I. Šoić, "Uloga branda na konkurentnost s osvrtom na hrvatske brandove", 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:145:051597

Please login to the repository to save this object to your list.
Metadata
TitleUloga branda na konkurentnost s osvrtom na hrvatske brandove
AuthorIvana Šoić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberHrvoje Serdarušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-07-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Danas se nalazimo u turbulentnom svijetu sa brzorastućom tehnologijom i sve većim korištenjem interneta u našoj svakodnevici. Ono što se događa danas na tržištu je da su proizvođači više okrenuti potrebama i željama potrošača nego prije, nastoje ispuniti sve njihove zahtjeve, a istovremeno zadržati kvalitetu, pouzdanost, tradiciju i povjerenje u svoje proizvode. Upravo zbog tog fokusa na potrošača, proizvođači ostvaruju svoje ciljeve kao što je prepoznatljivost nad svojom konkurencijom, a... More istovremeno zadovoljavaju potrebe svojih potrošača. Važno je dobro osmisliti marketinšku kampanju koja će stvoriti prepoznatljivo ime, prepoznatljiv imidž ili simbol određenog proizvoda, gdje će se potrošači poistovjetiti s tim proizvodom. Više nije moguće samo proizvesti proizvod i prodati ga, već je potrebno uložiti i određeni marketinški napor kako bi taj proizvod u potrošačima probudio osjećaj za kvalitetu i prepoznatljivost marke određenog proizvoda. Mediji su danas ti koji prenose određene poruke potrošačima putem različitih medija npr. televizija, radio, novine i sl. te na taj način pokušavaju doprijeti do svijesti potrošača o zanimanju za određeni proizvod. Postoje brojne definicije branda no ukratko možemo sumirati da brand predstavlja emocionalnu povezanost s određenim proizvodom, koja stvara jedinstvenu vezu između proizvođača i potrošača. Način na koji se potrošač poistovjećuje s određenim proizvodom na temelju prepoznatljivosti dizajna, simbola ili imena, iza kojega stoji kvaliteta, pouzdanost, sigurnost, specifičnost, karakterističan dizajn, zadovoljstvo, na način koji ga razlikuje od druge konkurencije istovjetnih proizvoda. U ovom diplomskom radu će se prikazati što je zapravo brand, njegovu povijest kroz različite primjere, načine na koje raščlaniti svoje brandove, te kako ih izgraditi, od suvremenih brandova do primjera brandova u Hrvatskoj i zašto su baš oni postali prepoznatljivi brandovi sa svojim specifičnim svojstvima i karakteristikama. Less
Abstract (english)
We are in a turbulent world with rapidly growing technology and the increasing use of the Internet in our daily lives. What is happening today in the market is that manufacturers are more relies on the needs and desires of consumers than before, trying to meet all their requirements while maintaining the quality, reliability, tradition, and confidence in their products. Because of this focus on consumers, manufacturers achieves their goals such as recognitions of its competitors, but at... More the same time meet the needs of its customers. It is important that a marketing campaigns that will be created have a recognizable names, a recognizable images or symbol of a given products, where consumers will identify them with this products. It is not only possible to produce a products and sell it, it is necessary to make certain marketing efforts to make the products in consumers awakened sense of quality and brands recognitions of a particular products. The medias are now the ones who convey certain messages to consumers through various media e.g. TV, radio, newspapers, etc., and they trying to reach the awareness of consumers about interests in a particular products. There are many definitions of the brands but we can briefly summarize that the brands represents an emotional connections with certain products, which creates a unique link between producers and consumers. The way in which the consumers identifies with a specific products based on the recognitions of design, symbol or name, backed by quality, reliability, safety, specificity, distinctive designs, pleasure, in a way that distinguishes it from other competitions of identical products. This thesis will show what is actually the brand, its history through a variety of examples, ways in which to analyzes their brands and how to build them, from contemporary brands to examples of brands in Croatia and why are they become recognizable brands with their specific properties and characteristics. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:051597
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 on2016-07-20 12:40:26
accessibility

closeAccessibilityrefresh

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