STVARANJE NOVE I UZBUDLJIVE MARKE

Erak, Tajana

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master's thesis

STVARANJE NOVE I UZBUDLJIVE MARKE

Šibenik: Polytechnic of Sibenik, 2015. urn:nbn:hr:143:039744

Erak, Tajana

Šibenik University of Applied Sciences
Management

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APA 6th Edition

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

MLA 8th Edition

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

Chicago 17th Edition

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

Harvard

Erak, T. (2015). 'STVARANJE NOVE I UZBUDLJIVE MARKE', Master's thesis, Šibenik University of Applied Sciences, accessed 07 November 2024, https://urn.nsk.hr/urn:nbn:hr:143:039744

Vancouver

Erak T. STVARANJE NOVE I UZBUDLJIVE MARKE [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2015 [cited 2024 November 07] Available at: https://urn.nsk.hr/urn:nbn:hr:143:039744

IEEE

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

Cite this item: https://urn.nsk.hr/urn:nbn:hr:143:039744

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Metadata

Title	STVARANJE NOVE I UZBUDLJIVE MARKE
Title (english)	CREATING NEW AND EXCITING BRAND
Author	Tajana Erak
Mentor	Jelena Šišara (mentor)
Committee member	Mili Razović
Committee member	Gina Lugović
Committee member	Jelena Šišara
Granter	Šibenik University of Applied Sciences (Management) Šibenik
Defense date and country	2015-09-28, 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)
Language	croatian
URN:NBN	urn:nbn:hr:143:039744
Study programme	Title: Management Study programme type: professional Study level: specialist graduate Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Repository	VUS REPOSITORY
Created on	2016-02-04 13:19:23