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master's thesis
Strateški aspekti kobrendinga
2017. urn:nbn:hr:162:295198
Stipanov, Ivan
University of Zadar
Department of Economics

Cite this document

Stipanov, I. (2017). Strateški aspekti kobrendinga (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:295198

Stipanov, Ivan. "Strateški aspekti kobrendinga." Master's thesis, University of Zadar, 2017. https://urn.nsk.hr/urn:nbn:hr:162:295198

Stipanov, Ivan. "Strateški aspekti kobrendinga." Master's thesis, University of Zadar, 2017. https://urn.nsk.hr/urn:nbn:hr:162:295198

Stipanov, I. (2017). 'Strateški aspekti kobrendinga', Master's thesis, University of Zadar, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:162:295198

Stipanov I. Strateški aspekti kobrendinga [Master's thesis]. Zadar: University of Zadar; 2017 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:162:295198

I. Stipanov, "Strateški aspekti kobrendinga", Master's thesis, University of Zadar, Zadar, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:162:295198

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Metadata
TitleStrateški aspekti kobrendinga
Title (english)Strategic aspects of co-branding
AuthorIvan Stipanov
MentorAleksandra Krajnović (mentor)
Committee memberMladen Rajko (predsjednik povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
Committee memberAnte Panjkota (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2017-05-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad bavi se istraživanjem strateških aspekata kobrendinga. Radom se nastoji predočiti teoretski okvir koji upravitelji markama moraju poznavati kako bi razumjeli strateške implikacije primjene strategije kobrendinga zbog ostvarivanja konkurentske prednosti nad konkurentima. Nadalje, u radu se prikazuju faze procesa upravljanja savezom maraka koji, ako se njime adekvatno upravlja, može rezultirati vrijednim strateškim ishodima za marku. Cilj istraživanja jest povećati spoznaju o strateškim aspektima kobrendinga, kao i istražiti povezanost kobrendinga s mogućnošću ostvarivanja konkurentske prednosti na tržištu. Svrha istraživanja jest ukazati na važnost strateškog aspekta kobrendinga.
Abstract (english)
This paper MA thesis deals with strategic aspects of co-branding. This paper will try to give a theoretical overview all brand managers have to be familiar with, in order to understand the strategic implications of applying the co-branding strategy for achieving a competitive advantage over its competitors. Furthermore, this paper shows the stages of the co-branding management process which, if adequately managed, can result in valuable strategic outcomes for the brand. The aim of this research is to expand the knowledge of strategic aspects of co-branding as well as explore the relationship of co-branding with the possibility of achieving the competitive advantage on the marketplace. The purpose of this research is to emphasize the importance of knowing the strategic aspects of co-branding.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:295198
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-07-17 09:17:01