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undergraduate thesis
ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI
2024. urn:nbn:hr:150:411471
Klajić, Vukašin
University of Applied Sciences "Lavoslav Ružička" in Vukovar
Business Department

Cite this document

Klajić, V. (2024). ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI (Undergraduate thesis). Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:150:411471

Klajić, Vukašin. "ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2024. https://urn.nsk.hr/urn:nbn:hr:150:411471

Klajić, Vukašin. "ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2024. https://urn.nsk.hr/urn:nbn:hr:150:411471

Klajić, V. (2024). 'ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI', Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:150:411471

Klajić V. ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI [Undergraduate thesis]. Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar; 2024 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:150:411471

V. Klajić, "ULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI", Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, Vukovar, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:150:411471

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Metadata
TitleULOGA BRENDOVA U IZGRADNJI KONKURENTOSTI
Title (english)THE ROLE OF BRANDS IN BUILDING COMPETITIVENESS
AuthorVukašin Klajić
MentorMirjana Nedović (mentor)
Committee memberDarija Ivanković (predsjednik povjerenstva)
Committee memberMirjana Nedović (član povjerenstva)
Committee memberMira Majstorović (član povjerenstva)
GranterUniversity of Applied Sciences "Lavoslav Ružička" in Vukovar
(Business Department)
Vukovar
Defense date and country2024-10-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovaj završni rad bavi se ulogom brendova u izgradnji konkurentnosti poduzeća. Na početku rada razmatra se razlika između proizvoda i brenda, pri čemu se brend ističe kao ključni faktor koji daje dodanu vrijednost proizvodu. Povijesni razvoj brendiranja objašnjava kako su se brendovi kroz vrijeme prilagođavali potrebama tržišta i postali važan alat u poslovanju. Ključne uloge brenda u izgradnji konkurentnosti uključuju diferencijaciju proizvoda, percepciju vrijednosti kod potrošača, izgradnju lojalnosti kupaca te uvođenje inovacija. U nastavku, analiziraju se strategije brendiranja poput pozicioniranja brenda i korporativnog brendiranja, uz poseban naglasak na koncept brand equity, odnosno vrijednosti brenda gdje se može vidjeti primjer kompanije John Deere. Rad se također bavi održivim strategijama brendiranja i izazovima implementacije održivosti u suvremenom poslovanju, kao i transformacijom brendova u digitalnom dobu. Posebno se razmatra utjecaj umjetne inteligencije i društvenih mreža na brendiranje u digitalnoj eri.
Abstract (english)
This thesis examines the role of brands in building corporate competitiveness. It begins by exploring the difference between a product and a brand, highlighting how a brand adds significant value to a product. The historical development of branding is discussed, demonstrating how brands have evolved over time to meet market demands and become essential business tools. Key roles that brands play in enhancing competitiveness include product differentiation, consumer value perception, customer loyalty, and fostering innovation. The thesis then analyse branding strategies such as brand positioning and corporate branding, with particular emphasis on the concept of brand equity, or the value of a brand. Furthermore, it addresses sustainable branding strategies and the challenges of implementing sustainability in modern business practices, along with the transformation of brands in the digital age. The impact of artificial intelligence and social media on branding in the digital era is also considered.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:150:411471
Study programmeTitle: Trade
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-11-05 09:29:06