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master's thesis
Uloga branda u stvaranju lojalnosti potrošača
Diplomski rad
2019. urn:nbn:hr:145:972056
Babić, Tomislav
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Babić, T. (2019). Uloga branda u stvaranju lojalnosti potrošača : 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:145:972056

Babić, Tomislav. "Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972056

Babić, Tomislav. "Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972056

Babić, T. (2019). 'Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:972056

Babić T. Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:972056

T. Babić, "Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:972056

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Metadata
TitleUloga branda u stvaranju lojalnosti potrošača : Diplomski rad
Title (english)The role of the brand in creating consumer loyalty : Graduate paper
AuthorTomislav Babić
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svako poduzeće teži tome da izgraditi brand koji će godinama biti poznat na tržištu te brand koji će se kvalitetom toliko istaknuti na tržištu da će biti poznat iz generacije u generaciju. Izgradnja branda dugotrajan je i složen proces u kojem sudjeluje veliki broj ljudi. Za izgradnju branda koji će dugoročno biti prepoznatljiv i opstati na tržištu potrebno je uložiti dane, mjesece, godine u razvoj koncepta plasiranja branda na tržište te isto toliko za uspješnu implementaciju i održavanje istoga na tržištu. Kroz brandove ne prodaje se samo proizvod ili usluga već i jedinstveni odnos koji poduzeća grade s potrošačima. Brandovi su izvrsno oružje koje poduzeću, ukoliko se pravilno predstavi i postavi na tržištu, može donijeti velike pogodnosti poduzeću. Brendovima treba pažljivo upravljati, kako ne bi izgubili na vrijednosti. Poduzeća na temelju saznanja o broju lojalnih potrošača te aktivnostima lojalnih potrošača imaju jasan uvid u to koliko im je jak brand te koliko će uspješno njihovo poslovanje biti u budućnosti. Kada poduzeće izgradi jak brand koji potrošači percipiraju kao kvalitetan i brand kojem se može vjerovati tada poduzeće može početi koristiti brand i u svrhu plasiranja novih proizvoda na tržište te privlačenje novih potrošača. Među najpoznatijim brandovima današnjice je Nivea koja je u svojih prvih sto godina poslovanja uspjela izgraditi brand čije se poslovanje temelji na otvorenoj komunikaciji s potrošačima, razvoju novih proizvoda koji idu u korak s potrebama i željama potrošača te promjenama na tržištu, unaprjeđenju i inovacijama postojećih proizvoda te nagrađivanju lojalnih potrošača.
Abstract (english)
Each company strives to build a brand that will be known on the market for years and a brand that will be so prominent on the market that it will be known from generation to generation. Brand building is a lengthy and complex process in which involves a large number of people. In order to build a brand that will be recognizable and survive on the market in the long run, it takes days, months, years to develop the concept of launching a brand, as well as to successfully implement and maintain it on the market. Brands not only sell a product or service but also the unique relationship that businesses build with consumers. Brands are a great weapon that, if properly presented and marketed, can bring great benefits to the company. Brands need to be carefully managed so they don't lose value. Businesses have a clear understanding of how strong their brand is and how successful their business will be in the future, based on the knowledge of the number of loyal consumers and the activities of loyal consumers. When a company builds a strong brand that is perceived by consumers as a quality and trustworthy brand, then the company can start using the brand to market new products and attract new consumers. Among its most famous brands today is Nivea, which in its first 100 years of business has managed to build a brand whose business is based on open communication with consumers, development of new products that keep pace with consumer needs and desires and changes in the market, improvement and innovation of existing products, and rewarding loyal consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:972056
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-02-18 13:46:15