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master's thesis
Trgovačka marka kao brand
Diplomski rad
2019. urn:nbn:hr:145:042404
Malić, Filip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Malić, F. (2019). Trgovačka marka kao brand : 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:145:042404

Malić, Filip. "Trgovačka marka kao brand : 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:145:042404

Malić, Filip. "Trgovačka marka kao brand : 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:145:042404

Malić, F. (2019). 'Trgovačka marka kao brand : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:042404

Malić F. Trgovačka marka kao brand : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:042404

F. Malić, "Trgovačka marka kao brand : 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:145:042404

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Metadata
TitleTrgovačka marka kao brand : Diplomski rad
Title (english)Private labels as a brand : Graduate paper
AuthorFilip Malić
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
Osijek
Defense date and country2019-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marka predstavlja način na koji proizvođači izražavaju individualnost, osobnost i imidž svojih proizvoda i usluga, a da bi ih što više istaknuli od sličnih na tržištu koriste njihova relevantna obilježja. Suvremeni koncept marketinga marku definira kroz dodirljive i nedodirljive vrijednosti. Dodirljive vrijednosti su osobine koje se mogu vidjeti i doživjeti čulima (vidom, okusom, njuhom ili dodirom), dok nedodirljive čine iskustva koja su ta čula doživjela i zbog čega potrošač neki proizvod smatra da mu u potpunosti odgovara odnosno da je prikladan za njegov način života, status ili kupovnu moć. Snagu marke prepoznali su i trgovci, te već krajem 19. stoljeća nastaju prve trgovačke marke. Trgovci su vlastite marke lansirali u svojem trgovačkom lancu kako bi zadovoljili potrebe cjenovno osjetljivih kupaca, a one su im omogućile niže cijene proizvoda, proširenje i produbljenje ponude, promociju prodavaonice, izgradnju imidža, povećanje lojalnosti kupaca i ostvarenje veće marže i većega profita. Potrošači su trgovačke marke od početka njihovog nastanka doživljavali kao proizvode niske cijene i kvalitete. Takva percepcija potrošača započela se mijenjati krajem dvadesetog stoljeća, no trgovačke marke i danas potrošači ne doživaljavaju kao prepoznatljiv brand.
Abstract (english)
Branding presents a way in which producers express individuality, personality and image of their products and services, while using their relevant characteristics to differentiate from similar products on the market. Contemporary marketing theories define brands through tangible and intangible values. Tangible values are characteristics that can be perceived with senses (sight, taste, scent or touch), while intangibles are experiences perceived by those senses that make the consumer think the brand is a right fit, i.e. that it's appropriate for their lifestyle, status or purchasing power. The power of branding had also been recognized by merchants, so first brands appear as early as the end of the 19th century. Merchants have launched their own brands as part of their retail chains to satisfy the needs of price-sensitive customers, which enabled them to offer lower prices, expand their offer, promote stores, build reputation, increase customer loyalty and eaming a higher profit margin. Consumers have perceived merchant brands as products of low price and low quality ever since they first appeared on the market. However, this consumer perception has began to shift in the end of the 20th century, but to this day,merchant brands are still not perceived as recognizable by consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:042404
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Trade and logistics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-04-27 12:03:22