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undergraduate thesis
Metode mjerenja vrijednosti branda
2023. urn:nbn:hr:277:719842
Karačić, Martina
Josip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Požega

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Karačić, M. (2023). Metode mjerenja vrijednosti branda (Undergraduate thesis). Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:277:719842

Karačić, Martina. "Metode mjerenja vrijednosti branda." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:719842

Karačić, Martina. "Metode mjerenja vrijednosti branda." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:719842

Karačić, M. (2023). 'Metode mjerenja vrijednosti branda', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega, accessed 02 October 2023, https://urn.nsk.hr/urn:nbn:hr:277:719842

Karačić M. Metode mjerenja vrijednosti branda [Undergraduate thesis]. Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega; 2023 [cited 2023 October 02] Available at: https://urn.nsk.hr/urn:nbn:hr:277:719842

M. Karačić, "Metode mjerenja vrijednosti branda", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega, Požega, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:277:719842

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Metadata
TitleMetode mjerenja vrijednosti branda
Title (english)Methods of Measuring Brand Equity
AuthorMartina Karačić
MentorAnton Devčić (mentor)
Committee memberMarko Šostar (predsjednik povjerenstva)
Committee memberAnton Devčić (član povjerenstva)
Committee memberMarko Dumančić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Požega
Požega
Defense date and country2023-07-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Vrijednost branda označava njegov tržišni uspjeh, stoga je mjerenje vrijednosti jedna od najvažnijih aktivnosti za vlasnika branda. Vrijednost branda se može mjeriti na razne načine, ali neke od najpoznatijih standardiziranih metoda za mjerenje tržišne vrijednosti branda su BrandAsset Valuator, Wunderman Brand Experience Scorecard, Millward Brown BrandDynamics, Conversion Model i Substitutability Method. Ovaj se rad bavi značenjem branda, vrijednošću branda, brandovima u svijetu, spomenutim metodama te upravljanjem vrijednošću branda. Osnovni cilj rada je spoznati pravu vrijednost branda za vlasnike brandova te pobliže opisati metode za mjerenje vrijednosti. Uz pomoć primarnog istraživanja putem ankete saznaje se odnos kupaca kave sa brandovima kava.
Abstract (english)
Brand equity indicates market success of a brand owner, which is why measuring value is one of the most important activities for a brand owner. Brand equity can be measured in a variety of ways. Some of the most well-known standardized methods for measuring brand market value are BrandAsset Valuator, Wunderman Brand Experience Scorecard, Millward Brown BrandDynamics, Conversion Model and Substitutability Method. This paper deals with brand meaning, brand value, brands in the world, the mentioned methods, and brand value management. The main goal of the paper is to assess the true value of the brand for brand owners, and to describe the methods for measuring values more closely. With the help of primary research through the survey, the relationship of coffee buyers with coffee brands is learned.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:277:719842
Study programmeTitle: Social Sciences - Commerce
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 on2023-08-08 08:33:23