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master's thesis
STVARANJE NOVE I UZBUDLJIVE MARKE
2015. urn:nbn:hr:143:039744
Erak, Tajana
Šibenik University of Applied Sciences
Management

Cite this document

Erak, T. (2015). STVARANJE NOVE I UZBUDLJIVE MARKE (Master's thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:039744

Erak, Tajana. "STVARANJE NOVE I UZBUDLJIVE MARKE." Master's thesis, Šibenik University of Applied Sciences, 2015. https://urn.nsk.hr/urn:nbn:hr:143:039744

Erak, Tajana. "STVARANJE NOVE I UZBUDLJIVE MARKE." Master's thesis, Šibenik University of Applied Sciences, 2015. https://urn.nsk.hr/urn:nbn:hr:143:039744

Erak, T. (2015). 'STVARANJE NOVE I UZBUDLJIVE MARKE', Master's thesis, Šibenik University of Applied Sciences, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:143:039744

Erak T. STVARANJE NOVE I UZBUDLJIVE MARKE [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2015 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:143:039744

T. Erak, "STVARANJE NOVE I UZBUDLJIVE MARKE", Master's thesis, Šibenik University of Applied Sciences, Šibenik, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:143:039744

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Metadata
TitleSTVARANJE NOVE I UZBUDLJIVE MARKE
Title (english)CREATING NEW AND EXCITING BRAND
AuthorTajana Erak
MentorJelena Šišara (mentor)
Committee memberMili Razović
Committee memberGina Lugović
Committee memberJelena Šišara
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2015-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U 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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:039744
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-02-04 13:19:23