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undergraduate thesis
ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA
2021. urn:nbn:hr:228:705510
Janjić, Katarina - Carmen
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Cite this document

Janjić, K. C. (2021). ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA (Undergraduate thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:705510

Janjić, Katarina Carmen. "ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA." Undergraduate thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:705510

Janjić, Katarina Carmen. "ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA." Undergraduate thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:705510

Janjić, K. C. (2021). 'ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA', Undergraduate thesis, University of Split, accessed 23 October 2024, https://urn.nsk.hr/urn:nbn:hr:228:705510

Janjić KC. ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA [Undergraduate thesis]. Split: University of Split; 2021 [cited 2024 October 23] Available at: https://urn.nsk.hr/urn:nbn:hr:228:705510

K. C. Janjić, "ISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA", Undergraduate thesis, University of Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:228:705510

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Metadata
TitleISTRAŽIVANJE VRIJEDNOSTI MARKE U SEGMENTU LUKSUZNIH MODNIH PROIZVODA
Title (english)BRAND VALUE RESEARCH IN THE SEGMENT OF LUXURY FASHION PRODUCTS
AuthorKatarina - Carmen Janjić
MentorDanijela Perkušić Malkoč (mentor)
Committee memberSenka Borovac Zekan (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Luksuzni modni proizvodi i luksuzne marke predmet su želje mnogih kupaca čije posjedovanje daje osjećaj prestiža, ekskluzivnosti i jedinstvenosti. Iako na tržištu postoji mnoštvo istih "nemarkiranih" proizvoda po znatno jeftinijim cijenama, kupci se često odlučuju na markirane proizvode upravo zbog same marke i onoga što ta marka predstavlja za njih. Luksuzni proizvodi spadaju u skupinu cjenovno visokih proizvoda te, posljedično tome, njihova marka ima visoku tržišnu vrijednost. U ovom radu, analizirana je vrijednost marke na primjeru različitih luksuznih modnih marki. Postoje različite metode vrednovanja tržišne i financijske vrijednosti marke. U radu se kroz analizu tržišne vrijednosti odabranih luksuznih modnih marki nastojala dokazati veza između vrijednosti marke i uspješnosti poslovanja poduzeća. Iako ne postoji jedna jedinstvena metoda mjerenja vrijednosti, vrijednost marke je važan dio poslovanja poduzeća te doprinosi ne samo financijskim uspjesima već i njegovoj dugoročno j stabilnosti .
Abstract (english)
Luxury fashion products and luxury brands are the subjects of the desire of many customers whose possession gives a sense of prestige, exclusivity and uniqueness. Although many of the same "unmarked" products are on the market at significantly lower prices, customers often choose branded products because of the brand itself and what it represents. Luxury products have high prices, but their brand value is also high. In this paper, the brand's value is analyzed on the example of different luxury fashion brands. There are different methods of brand valuat i on such as brand equity and the financial value of a brand. By analyzing the market value of selected luxury fashion brands, the paper sought to prove the link between brand value and business performance. Although there is no single method of measuring value, brand value is an essential part of a company's business and contributes to financial success and the company's long-term stability.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:705510
Study programmeTitle: Business Trade –– professional - professional
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 on2021-10-20 09:50:44