Uloga oznaka na proizvodima u izgradnji imidža marke

master's thesis

• Title (english): The role of trademarks in creating product brand image
• Author: Mihaela Slamar
• Mentor: Vatroslav Škare (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Označavanje kao oblik komunikacije između proizvođača i potrošača, stvara konkurento
okruženje između proizvođača, a potrošačima olakšava izbor za sigurnim i zdravim
proizvodima kojima će zadovoljiti svoje potrebe. Rad promatra današnju ulogu oznaka u
kreiranju imidža marke proizvoda, počevši od promatranja marke kao sredstva identifikacije i
svih procesa koje je potrebno provesti kako bi se stvorio poželjan imidž u svijesti potrošača, a
u kojem određenu ulogu mogu nositi i same oznake na proizvodu. Nakon teorijski postavljene
podloge, promatra se uloga oznaka na konkretnom primjeru oznake Best Buy Award koju
poduzeća apliciraju na svoje proizvode. U ovu svrhu provedeno je izviđajno istraživanje,
metodom dubinskog intervju sa osobama iz odjela marketinga koje su donosile odluke vezane
uz primjenu oznake u promotivne svrhe. Otkrivaju se osnovni motivi i ciljevi poduzeća u
korištenju oznake, načini na koje je ista implementirana u poslovanje te koji su u konačnici
rezultati same primjene i početnih planova i ciljeva korištenja.

Abstract (english)

Labelling as a form of communication between producers and consumers, creates a
competitive enviroment between producers, making decisions easier for consumers to make
about safe and healthy products that meet their needs. The paper covers the role of trademarks
in creating product brand image, starting from the observation of the brand as a tool of
identification, and all the processes that must be implemented in order to create a desirable
image in the minds of consumers. The focus is particulary on the role that trademarks can
carry on product labels. The second part of the papar observes the role of a specific trademark
- Best Buy Award, which companies apply on their products. For this purpose, research was
conducted using the method of in-depth interviews with people from marketing departments
of companies that used the Best Buy Award trademark for promotional purposes. In this way,
the motives and objectives of the company using the mark are revealed, as are the ways in
which the trademark was implemented, and the results of the application in comparison to the
initial plans and objectives for its usage.

• Keywords: marka; oznaka; imidž; identitet; Best Buy Award
• Keywords (english): brand; trademark; image; identity; Best Buy Award
• Language: croatian
• URN:NBN: urn:nbn:hr:148:133258
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-07 11:46:37