Building of the brand's market value and positioning skills

Zadnjih godina svjedočimo o sve jačoj globalizaciji i povezanosti putem komunikacijskih mreža. To je brandovima donijelo mogućnost da uđu u svaku sferu potrošača, da budu prisutni s njima 24/7. Zbog sve veće mogućnosti izbora proizvoda od strane potrošača, ali i sve manje vremena kojeg imaju na raspolaganju, brandovi svojim upravljanjem i marketinškim aktivnostima vrlo lako mogu potrošaču olakšati život. Potrošači žele pronaći i definirati sebe kroz brand, a upravo za to služi upravljanje markom. Upravljanje markom vještina je kroz koju marketinški stručnjaci putem emocija, kroz jedan naoko racionalan proces, trebaju zadobiti povjerenje i lojalnost potrošača, ali i dokazati jedinstvenost branda. Od marketinških stratega zahtjeva se sve veća kreativnost, znanje, vještine i razumijevanje različitih alata komunikacija s potrošačima. Kroz ovaj rad se definira tržišna vrijednost branda, koji su njegovi elementi i kako se mjeri tržišna vrijednost branda, koju se prije nije ni uzimalo u obzir pri pregledu dobiti. Također su prikazani načini upravljanja vrijednošću marke kroz puteve osnaživanja i oživljavanja, i objašnjena povezanost zemlje podrijetla i same marke. Kroz teorijski dio navedeni su i primjeri snažnih i poznatih brandova koji kroz svoj iskustveni razvoj doprinose marketinškoj teoriji. Istraživanje je nadogradilo teorijski dio rada i dalo doprinos za proučavanje nekih daljnjih veza, ali i potvrdilo navedene tvrdnje.In recent years we have witnessed a growing globalization and connectivity through communication networks. That gave brand's the ability to enter into every consumer sphere, to be present with them 24/7. Due to the increasing choice of products from consumers, but also the less time available, brand management and marketing activities make it easy for consumers to ease their lives. Consumers want to find and define themselves through the brand, and this is exactly how it handles brand management. Branding skill management is a skill through which marketing experts through emotions, work a seemingly rational process, need to gain consumer confidence and loyalty, but also to prove the uniqueness of the inside. Marketing strategists demand greater creativity, knowledge, skills and understanding of various communication tools to consumers. This work define market value of brand, what are its elements, and how the market value of the inside is measured, which was not previously taken into account when looking at profits. The ways of brand value management through the ways of empowerment and revival are also presented, and the relationship between the country of origin and the brand itself is explained. Theoretical part also includes examples of strong and well-known brands that contribute to marketing theory through their experience development. The research has expanded the theoretical part of the work and contributed to the study of some further links, but also confirmed the stated claims