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master's thesis
KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM
2020. urn:nbn:hr:228:951694
Paleka, Karmela
University of Split
University Department of Professional Studies

Cite this document

Paleka, K. (2020). KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:951694

Paleka, Karmela. "KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:951694

Paleka, Karmela. "KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:951694

Paleka, K. (2020). 'KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM', Master's thesis, University of Split, accessed 04 May 2024, https://urn.nsk.hr/urn:nbn:hr:228:951694

Paleka K. KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM [Master's thesis]. Split: University of Split; 2020 [cited 2024 May 04] Available at: https://urn.nsk.hr/urn:nbn:hr:228:951694

K. Paleka, "KOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM", Master's thesis, University of Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:228:951694

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Metadata
TitleKOBRENDING KAO STRATEGIJA UPRAVLJANJA MARKOM
Title (english)CO-BRANDING AS A STRATEGY IN BRAND MANAGEMENT
AuthorKarmela Paleka
MentorKatja Rakušić Cvrtak (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberDanijela Perkušić Malkoč (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2020-10-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Kobrending predstavlja strategiju upravljanja markom koja obuhvaća savez više robnih marki, a zajedno se koristi za jedan proizvod ili uslugu. Ugovor o kobrendingu najčešće uključuje dvije ili više tvrtki koje surađuju. Riječ je o savezu dvije kompanije radi zajedničkog djelovanja stvarajući na taj način sinergiju marketinga. Cilj kobrendinga je kombinirati snagu dviju marki u svrhu ostvarivanja obostrane koristi. Tri su razine kobrendinga. Prva razina uključuje pridruživanje drugoj tvrtki s ciljem prodora na tržište. Drugom razinom se postiže proširenje marke na temelju trenutnog tržišnog udjela tvrtke. Trećom razinom se pokušava postići globalna strategija kombiniranjem dviju marki. Strategija kobrendinga može poboljšati ili pak narušiti percepciju kupca sastavne marke, ali i stvoriti novu percepciju za proizvod sa zajedničkom markom. U praktičnom dijelu prikazati će se tri poslovna slučaja uspješne prakse saveza marki odnosno kobrendinga. Na navedenim primjerima mogu se uočiti osnovni uvjeti koje je potrebno ispuniti za izgradnju uspješnog kobrendinga.
Abstract (english)
Co-branding is a marketing strategy that involves an alliance of multiple brands used together for a single product or service. A typical branding contract involves two or more cooperating companies. The goal of co-branding is to combine the power of the two brands to maximize profits. Thus, it is an alliance of two companies to work together, thus creating a synergy of marketing. There are three levels of co-branding. The first level involves joining another company to penetrate the market, the second level due to brand expansion based on the company’s current market share, and the third level when trying to achieve a global strategy by combining two brands. Co-branding can improve or destroy the customer perception of a brand, but also create a new perception for a product with a common brand. In the practical part, three business cases of the brand association or co-branding will be presented. The given examples show the basic conditions that need to be fulfilled to build a successful co-branding.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:951694
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-12-02 07:48:40