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undergraduate thesis
Čimbenici uspješnosti proširenja marke
2023. urn:nbn:hr:137:433027
Kos, Mateja
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Kos, M. (2023). Čimbenici uspješnosti proširenja marke (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:433027

Kos, Mateja. "Čimbenici uspješnosti proširenja marke." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:433027

Kos, Mateja. "Čimbenici uspješnosti proširenja marke." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:433027

Kos, M. (2023). 'Čimbenici uspješnosti proširenja marke', Undergraduate thesis, University of Pula, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:433027

Kos M. Čimbenici uspješnosti proširenja marke [Undergraduate thesis]. Pula: University of Pula; 2023 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:137:433027

M. Kos, "Čimbenici uspješnosti proširenja marke", Undergraduate thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:433027

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Metadata
TitleČimbenici uspješnosti proširenja marke
Title (english)Success factors of brand expansion
AuthorMateja Kos
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marka stvara sliku o proizvodu ili usluzi u svijesti potrošača. Poistovjećuje se s kvalitetom i tako postaje razlogom zbog kojeg su kupci spremni odvojiti određenu svotu novca. Sastoji se imena, naziva i ostalih elemenata koji moraju biti ukomponirani da privuku potrošače i probude određene emocije. Da bi bila uspješna mora izgraditi odgovarajući identitet, postići odgovarajuću razinu prepoznatljivosti i utjecati na osjećaje i razum potrošača. Proširenje marke proizvoda je ključna strategija koju tvrtke koriste kako bi povećale tržišni udio i ostvarile rast. Uspješno proširenje robne marke zahtijeva istraživanje tržišta. Ovisi o proizvodu, ulaganju, marketinškim aktivnostima od stvaranja pa sve do oglašavanja, lojalnosti potrošača, konkurentnosti, tržištu, stavovima potrošača prema širenju robne marke.
Abstract (english)
A brand creates an image of a product or service in the consumer's mind. It is identified with quality and thus becomes the reason for which customers are willing to part with a certain amount of money. It consists of names, titles and other elements that must be combined in order to attract consumers and awaken certain emotions. To be successful, it must build an appropriate identity, achieve an appropriate level of recognition and influence the feelings and reason of consumers. Product brand extension is a key strategy used by companies to increase market share and achieve growth. Successful brand expansion requires market research. It depends on the product, investment, marketing activities from creation to advertising, consumer loyalty, competitiveness, market, consumer attitudes towards brand expansion
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:433027
Study programmeTitle: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management
Course: Management and Entrepreneurship
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-09-28 11:29:10