prikaz prve stranice dokumenta STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE
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master's thesis
STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE
2016. urn:nbn:hr:112:341189
Kotorac, Darijo
Polytehnic in Pozega
Social department

Cite this document

Kotorac, D. (2016). STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE (Master's thesis). Požega: Polytehnic in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:112:341189

Kotorac, Darijo. "STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE." Master's thesis, Polytehnic in Pozega, 2016. https://urn.nsk.hr/urn:nbn:hr:112:341189

Kotorac, Darijo. "STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE." Master's thesis, Polytehnic in Pozega, 2016. https://urn.nsk.hr/urn:nbn:hr:112:341189

Kotorac, D. (2016). 'STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE', Master's thesis, Polytehnic in Pozega, accessed 13 May 2024, https://urn.nsk.hr/urn:nbn:hr:112:341189

Kotorac D. STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE [Master's thesis]. Požega: Polytehnic in Pozega; 2016 [cited 2024 May 13] Available at: https://urn.nsk.hr/urn:nbn:hr:112:341189

D. Kotorac, "STRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE", Master's thesis, Polytehnic in Pozega, Požega, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:112:341189

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Metadata
TitleSTRATEGIJE PROŠIRENJA I POTVRĐIVANJA MARKE
Title (english)ENLARGEMENT AND CONFIRMATION BRAND STRATEGIES
AuthorDarijo Kotorac
MentorBerislav Andrlić (mentor)
Committee memberAntun Marinac (predsjednik povjerenstva)
Committee memberBerislav Andrlić (član povjerenstva)
Committee memberHrvoje Budić (član povjerenstva)
GranterPolytehnic in Pozega
(Social department)
Požega
Defense date and country2016-07-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Teorijski dio rada prikazuje proces upravljanja markom i njegovih ključnih elemenata na osnovu stručne literature. Potrebno je razlikovati proizvod koji posjeduje funkcijsku vrijednost zadovoljavanja potreba potrošača od marke kojom se označava proizvoda, a predstavlja nositelja vrijednosti koje se prenose na novi proizvod koji se lansira na tržište. Marka se definira na temelju upravljanja markom i istraživanja tržišta. Strategije upravljanja markom koje su predmet istraživanja ovog rada odnose se na proširenje marke i potvrđivanje marke kojima poduzeća koriste prednosti uspješnih maraka koje su pokrepljene primjerima iz prakse i trendovima. Drugi dio rada odnosi se na istraživanje percepcija potrošača provedeno na osnovu ankete koja sadrži pitanja o proširenju marke na osnovu čijih stavova su potvrđeni navodi teorijskog djela.
Abstract (english)
The theory part of this paper presents the process of brand management and his key elements on the basis of the professional literature. It’s necessary to differentiate the product which owns functional value to meet consumers’ needs from brand which the product is marked with and its presents the holder of the values which are transferred on the new product which is launching on the market. The brand is defined by the brand management and market research. Brand management strategies which are the object of this paper are referring to brand enlargement and brand confirmation whit which companies are taking advantages of successful brands and which were supported by practices and trends. The second part of this paper is referring to consumers’ perception research conducted on the basis of the survey which contains the questions about brand enlargement based on whose views the theory part were confirmed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:112:341189
Study programmeTitle: Specialist professional graduate study of Trade Business
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-07-18 12:29:19