VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA

Antunović, Anto

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master's thesis

VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA

Diplomski rad

2023. urn:nbn:hr:145:115197

Antunović, Anto

Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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APA 6th Edition

Antunović, A. (2023). VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad (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:145:115197

MLA 8th Edition

Antunović, Anto. "VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:115197

Chicago 17th Edition

Harvard

Antunović, A. (2023). 'VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 07 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:115197

Vancouver

Antunović A. VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 07] Available at: https://urn.nsk.hr/urn:nbn:hr:145:115197

IEEE

A. Antunović, "VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:115197

Cite this item: https://urn.nsk.hr/urn:nbn:hr:145:115197

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Title	VREDNOVANJE BRANDA S ASPEKTA FINANCIJSKE VRIJEDNOSTI BRANDA : Diplomski rad
Title (english)	BRAND VALUATION FROM THE ASPECT OF BRAND FINANCIAL VALUE : Graduate paper
Author	Anto Antunović
Mentor	Mladen Pancić (mentor)
Committee member	Davor Dujak (predsjednik povjerenstva)
Committee member	Mladen Pancić (član povjerenstva)
Committee member	Helena Štimac (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Faculty of Economics and Business in Osijek Osijek
Defense date and country	2023-09-28, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Ovaj rad bavi se vrednovanjem branda s aspekta financijske vrijednosti branda. Riječ je zapravo o utvrđivanju financijske vrijednosti branda. Financijski pristupi vrednovanja branda naglašavaju činjenicu da vrijednost branda utječe na povećanje vrijednosti poduzeća te predstavlja važan temelj za ostvarivanje prihoda i profitabilnosti u budućnosti. Kroz rad utvrđeno je kako je financijsku vrijednost branda moguće utvrđivati i procjenjivati koristeći različite modele i metode, kao što su one temeljene na troškovima, temeljene na usporedbi poduzeća te temeljene na prihodima. Ustanovljeno je kako svaka od pojedinačnih metoda posjeduje svoje prednosti i nedostatke u odnosu na druge te da savršena metoda ne postoji. Analiza je pokazala kako teoretičari smatraju da su metode temeljene na prihodima najrealnije i najprimjerenije, iako i one posjeduju određene nedostatke. Vrijednost branda važno je utvrditi jer se ona reflektira na poslovanje poduzeća. Neki od utjecaja na poslovanje uključuju utjecaj na formiranje premium cijena i veće marže, povećanje vrijednosti cjelokupnog poduzeća, bolje performanse na tržištu kapitala te poboljšanje financijskih omjera.
Abstract (english)	This paper deals with the evaluation of the brand from the aspect of the financial value of the brand. It is actually about determining the financial value of the brand. Financial approaches to brand valuation emphasize the fact that the value of the brand affects the increase in the value of the company and represents an important basis for generating income and profitability in the future. Through the work, it was established that the financial value of the brand can be determined and evaluated using different models and methods, such as those based on costs, based on comparing companies and based on income. It was established that each of the individual methods has its own advantages and disadvantages compared to others, and that a perfect method does not exist. The analysis showed that theorists believe that income-based methods are the most realistic and appropriate, although they also have certain shortcomings. It is important to determine the value of the brand because it reflects on the business of the company. Some of the impacts on the business include the impact on the formation of premium prices and higher margins, increasing the value of the overall company, better performance on the capital market and improving financial ratios.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:145:115197
Study programme	Title: Marketing Study programme type: university Study level: graduate Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Created on	2023-11-14 09:05:14