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master's thesis
NUŽNOST KREIRANJA IMIDŽA PROIZVODA
Diplomski rad
2021. urn:nbn:hr:145:311960
Mikić, Doris
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Mikić, D. (2021). NUŽNOST KREIRANJA IMIDŽA PROIZVODA : 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:145:311960

Mikić, Doris. "NUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:311960

Mikić, Doris. "NUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:311960

Mikić, D. (2021). 'NUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:311960

Mikić D. NUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:311960

D. Mikić, "NUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:311960

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Metadata
TitleNUŽNOST KREIRANJA IMIDŽA PROIZVODA : Diplomski rad
Title (english)THE NECESSITY OF CREATING A PRODUCT IMAGE : Graduate paper
AuthorDoris Mikić
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tehnološkim napretkom i suvremenim tehnologijama došlo je do prevelikog zasićenja raznim proizvodima i brendovima na tržištu, a pristup informacijama kupcu nikad nije bio veći. Kupac više ne zna kome vjerovati te kome pokloniti svoje vrijeme i budući da nema dovoljno vremena za istraživanje, na temelju određenih kriterija donijet će odluku o poklanjanju svoje pažnje i na kraju, odluku o kupnji proizvoda. Od iznimne je važnosti kreiranje imidža marke proizvoda, kako bi mu kupci vjerovali te... More mu ostali lojalni. Imidž kupcu može pomoći u obradi informacija, razlikovanju marke, identificiranju razloga za kupnju, davanju pozitivnih osjećaja i pružanju osnove za lojalnošću. U radu je objašnjeno što je to proizvod, marka, odnosno brend i kako ju pozicionirati na tržištu, kako upravljati markom i kakve benefite donosi kobrending. Prikazano je što sve treba za izgradnju imidža jednog proizvoda i kako teče proces stvaranja. Od analiza tržišta, idealnog kupca, definiranja i privlačenja ciljane publike, prilagođavanja sadržaja različitim platformama, mjerenja i optimizacije, preko identificiranja konkurencije, idealnog kupca i njegovog putovanja pa sve do pripreme prije kreiranja imidža, tehnika, alata i kanala za izgradnju imidža, revizije i zaključno, ograničenja u budućnosti. Sve navedeno potkrijepljeno je primjerima iz prakse kako bi se što lakše razumjela teorija, ali i kako rad ne bi bio suhoparan. Stvaranje i zadržavanje imidža nimalo nije lak zadatak i u budućnosti će postajati sve izazovnije i teže, jer će biti sve više detalja na koje će tvrtke morati obratiti pažnju prilikom izgradnje imidža. Less
Abstract (english)
Technological advances and modern technologies have led to oversaturation with various products and brands on the market, and access to information for the customer has never been greater. The customer no longer knows whom to trust and to whom to give his time and since he does not have enough time to research, based on certain criteria he will make a decision to whom to give his attention and finally, a decision to buy the product. It is extremely important to create the image of the... More product brand, so that customers can trust it and remain loyal to it. An image can help a customer process information, differentiate a brand, identify reasons to buy, give positive feelings, and provide a basis for loyalty. This paper explains what a product and a brand are, and how to position it on the market, how to manage a brand and what benefits co-branding brings. It is shown what it takes to build the image of a product and how the creation process goes. From market analysis, buyer persona, defining and attracting target audience, adapting content to different platforms, measurement and optimization, through identifying competition, ideal customer and his journey, to preparation before creating image, techniques, tools and channels for image building, auditing and finally, limitations in the future. All of the above is supported by examples from practice in order to understand the theory as easily as possible, but also so that the work would not be dry. Creating and maintaining an image is by no means an easy task and will become more challenging and difficult in the future as there will be more and more details that companies will need to pay attention to when building an image. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:311960
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 on2022-04-22 06:21:16
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