Access restricted to higher education institution's students and staff
master's thesis
CREATING NEW AND EXCITING BRAND

Tajana Erak
Metadata
TitleSTVARANJE NOVE I UZBUDLJIVE MARKE
AuthorTajana Erak
Mentor(s)Jelena Šišara (thesis advisor)
AbstractU suvremenom poslovnom svijetu stvaranje snažne marke postaje jedno od glavnih strateških izazova poduzeća. Zadatak ovog rada bio je istražiti koliko su marke odraz vizije poduzeća, vrijednosti i filozofije organizacije. Analizom dostupne literature dan je opis ključnih pojmova, a metodama kao što su deskripcija i case study utvrđuje se kako marke kupcima olakšavaju odabir jer su signal za kvalitetu. Analizom slučaja Caffe Cadbury dane su smjernice prilikom pozicioniranja na tržištu i stvaranje upečatljive poruke. Kreiranje marke zahtijeva razumljivost, jednostavnost te zanimljivost potrošačima. Radnu vrijednost poduzeća više određuje njezina nematerijalna marketinška imovina: marke (brand), poznavanje tržišta, odnos s kupcima, pokrivenost distribucije, intelektualna svojina, partnerski odnosi i sl. Marketing treba provesti pozicioniranje svake marke u emocionalne veze stvarajući konačnu korisnost za potrošača i njegovo doživljavanje marke.
Keywordsbrand consumer marketing quality communication
Parallel title (English)CREATING NEW AND EXCITING BRAND
Committee MembersMili Razović
Gina Lugović
Jelena Šišara
GranterVeleučilište u Šibeniku
Lower level organizational unitsMenadžment
PlaceŠibenik
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement
Academic title abbreviationSruč.spec.oec.
Genremaster's thesis
Language Croatian
Defense date2015-09-28
Parallel abstract (English)In the contemporary business world creating a powerful brand becomes one of the most important strategic challenges of the company. The aim of this paper is to investigate how the brand reflects the company's vision, values and the philosophy of the organization. The analysis of the available literature is given a description of the key concepts and methods such as case study shows how the brand simplifies the choice of buying decisions. Analizing the case study for “Caffe Cadbury” are given guidance in positioning in the market and creating compelling messages. Creating a brand requests the user-friendliness, simplicity and they are of interest to consumers. Working company's value is determined by its more intangible marketing assets: brand, knowledge of the market, customer relationship, coverage distribution, intellectual property, partnerships and others. Marketing needs to implement the positioning of each brand in the emotional ties creating the ultimate utility to the consumer and the brand experience.
Parallel keywords (Croatian)marka kupac marketing kvaliteta komunikacija
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://creativecommons.org/licenses/by-nc-nd/3.0/hr/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:143:039744
CommitterNives Paškov Milošević