Snaga brenda u uvjetima tržišnog gospodarstva

undergraduate thesis

• Author: Mate Stipić
• Mentor: Ante Rončević (mentor)
• Committee member: Nikola Mrvac (član povjerenstva)
• Committee member: Ante Rončević (član povjerenstva)
• Committee member: Miroslav Mikota (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2018-9-20, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Suvremeni tržišni uvjeti i sve veća konkurencija na globalnom i lokalnom nivou

zahtijevaju od kompanija da stvaraju lojalne potrošače. U globalnoj borbi za potrošača

jedini način da se osvoji ciljno tržište, je stvaranje vrijednosti zbog koje će potrošači

ponavljati kupovinu proizvoda. Ta vrijednost se može stvoriti ako kompanija pravilno i

dosljedno provodi brendiranje svojih proizvoda, što joj može dati konkurentsku prednost.

Najveće globalne kompanije su postale dominantne na svojim tržištima zato što su postale

prepoznatljiv brend. Kompanija ili proizvod su brend kad postanu prva asocijacija

potrošaču na određenu industriju, događaj, mjesto itd.

Abstract (english)

Modern market conditions and increasing competition at the global and local level

require companies to create loyal consumers. In the global consumer struggle, the only

way to win the target market is to create value that will make consumers repeat product

purchases. This value can be created if the company correctly and consistently carries out

branding of its products, which can give it a competitive edge. The largest global

companies have become dominant in their markets because they have become a

recognizable brand. The company or product is the brand when they become the first

consumer association in a particular industry, event, place, etc.

• Keywords: brend; brendiranje; tržište; proizvodi
• Keywords (english): brand; branding; market; products
• Language: croatian
• URN:NBN: urn:nbn:hr:216:930631
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 15:55:33