master's thesis
Brand equity

Magda Mandić (2016)
Sveučilište u Zadru
Odjel za ekonomiju
Metadata
TitleVrijednost brenda
AuthorMagda Mandić
Mentor(s)Anita Peša (thesis advisor)
Abstract
Predmet istraživanja je vrijednost brenda. Potreba za istraživanjem vrijednosti brenda proizlazi iz činjenice da je brend nematerijalna imovina poduzeća koju nije jednostavno kvantificirati kao ostale pojavne oblike imovine, ali je vrednovanje brenda od esencijalnog značaja za uspješno upravljanje brendom kao imovinom poduzeća. Vrijednost brenda se može podijeliti na financijsku i tržišnu vrijednost. Rezultati istraživanja ukazuju na dostupnost velikog broja metoda mjerenja financijske i tržišne vrijednosti brenda, koje su razvile međunarodne konzultantske agencije. Metode tržišne vrijednosti zasnovane su na analizi stavova o brendu, dok se financijske metode temelje na pokazateljima iz financijskih izvješća; troškovima, diskontiranim novčanim tijekovima, Interbrand metodi i sl. Uspješnost procesa upravljanja brendom uvjetovana je primjenom metoda mjerenja obaju aspekata vrijednosti brenda: financijskog i tržišnog.
Keywordsbrand brand equity loyalty premium price
Parallel title (English)Brand equity
Committee MembersBerislav Bolfek (committee chairperson)
Mladen Rajko (committee member)
GranterSveučilište u Zadru
Lower level organizational unitsOdjel za ekonomiju
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelgraduate
Study programmeManagement
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-11
Parallel abstract (English)
The research topic is the value of the brand. The need for the research of the brand value arises from the fact that the brand is an intangible asset of the company which is not as easy to quantify as other forms of property, but the valuation of the brand is essential for successful brand management. The value of the brand can be divided into financial and market value of the brand. The research results indicate the availability of a large number of methods of measuring the financial and market value of brands that have been developed by international consulting agencies. Methods of market brand evaluation are based on an analysis of attitudes about brands, while financial methods are based on indicators of financial statements; costs, discontinuous cash flows, Interbrand method. The success of the process of brand management is determined by applying the method of measurement of both aspects of brand equity: financial and market aspect.
Parallel keywords (Croatian)brend vrijednost brenda lojalnost premijska cijena
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:391362
CommitterGorica Lovrić