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master's thesis
ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP
2021. urn:nbn:hr:228:450649
Gabrilo, Mirela
University of Split
University Department of Professional Studies

Cite this document

Gabrilo, M. (2021). ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:450649

Gabrilo, Mirela. "ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP." Master's thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:450649

Gabrilo, Mirela. "ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP." Master's thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:450649

Gabrilo, M. (2021). 'ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP', Master's thesis, University of Split, accessed 24 March 2025, https://urn.nsk.hr/urn:nbn:hr:228:450649

Gabrilo M. ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP [Master's thesis]. Split: University of Split; 2021 [cited 2025 March 24] Available at: https://urn.nsk.hr/urn:nbn:hr:228:450649

M. Gabrilo, "ISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP", Master's thesis, University of Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:228:450649

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Metadata
TitleISTRAŽIVANJE POTENCIJALA ZA PROŠIRENJE MARKE HiPP
Title (english)RESEARCH OF THE EXTENSION POTENTIAL OF THE HiPP BRAND
AuthorMirela Gabrilo
MentorKatja Rakušić Cvrtak (mentor)
Committee memberMarina Lolić Čipčić (član povjerenstva)
Committee memberDanijela Perkušić Malkoč (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2021-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U današnje vrijeme marke su jedna od najvrjednijih neopipljivih imovina tvrtke. Marka se može definirati kao proizvod ili usluga koji se razlikuje po karakteristikama od drugih proizvoda ili usluga u svrhu zadovoljenja iste potrebe potrošača. No, cilj ovog rada nije samo proučiti marke kao pojam, cilj je razumjeti nastanak i razvoj marki. Vrlo je bitno razumjeti različite pristupe razvoja marke kako bi se provela ispravna strategija za određenu ... More tvrtku.Jedna od najuspješnijih strategija uvođenja novih proizvoda na tržište je strategija proširenja marke. Cilj ovog rada je razumjeti zašto se što više poduzeća odlučuje za ovu strategiju. Proširenje robne marke se može definirati kao naziv postojeće uspješne marke koja se proteže u novu ilisrodnu kategoriju proizvoda. Različite tvrtke koriste različite metode za proširenje robne marke. Postoje dvije metode, a to su vertikalno i horizontalno proširenje. Ipak, svaka tvrtka treba biti na oprezu kod donošenja odluke o proširenju marke, unatoč tome što postoji mnogo uspješnih proširenja, treba uzeti u obzir i neuspješna proširenja jer to može biti kobno za tvrtku i njezin opstanak. Također, proširenja robnih marki mogu imati pozitivan ili negativan utjecaj na roditeljsku marku. Najuspješnija proširenja marke su najčešćeusko vezana uz roditeljsku marku. Kao primjer proširenja marke, u radu se proučava HiPP, njegov imidž i ostali faktori koji su utjecali na njegova uspješna proširenja. Rezultati istraživanja također upućuju na HiPP-ovo dobro poslovanje i zadovoljstvo potrošača markom. Less
Abstract (english)
Nowadays, brand is one of the most valuable intangible assets of a company. A brand can be defined as a product or service that differs in characteristics from other products or services in order to meet the same consumer need. But the goal of this paper is not just to study brands as a concept, the goal is to understand the origin and development of brands. It is very important to understand the different approaches to brand development in order to implement the right... More strategy for a particular company. One of the most successful strategies for introducing new products to the market is the brand extension strategy. The aim of this paper is to understand why so many companies opt for this strategy. A brand extension can be defined as the name of an existing successful brand that extends into a new or related product category. Different companies use different methods to extend the brand. There are two methods, vertical and horizontal extension. However, every company should be careful when making a decision to extend a brand, despite the fact that there are many successful extensions, unsuccessful extensions should also be considered as this can be fatal for the company and its survival. Brand extensions can have a positive or a negative impact on a parent brand. The most successful brand extensions are most often closely related to the parent brand. This paper studies HiPP as an example of a brand extension, its image and other factors that influenced its successful extensions. The survey results also point to HiPP’s good business and consumer satisfaction with the brand. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:450649
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-21 12:34:52
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