Značaj i razvoj trgovačke marke

Od nastanka marke pa do danas one su postale dio naše svakodnevice. Susret s markama može biti negativan ili pozitivan, a to uvelike ovisi o vlasniku marke koliko truda će uložiti u njen opstanak na tržištu. Marka može biti u vlasništvu proizvođača kao proizvođačka marka ili će biti privatna kod koje proizvođač nema utjecaja na nju već brigu o proizvodu dalje preuzima vlasnik marke. U radu se prikazuju marketinške odluke o proizvodu i njegovoj marki koje je potrebno donijeti prilikom nastanka proizvoda, ali i kako nastaje i do koje mjere se razvija danas trgovačka marka. Praktični dio rada bit će prikazan na primjeru trgovačke marke Balea drogerijskog lanca DmSince the introductions of the brands they have become a part of our daily lives. They can be perceived in a negative or positive way, which largely depends on the brand owner and the effort they put into the brand’s presence on the market. The brand can be owned by the manufacturer (manufacturer brand) or it can be private label brand, whereby the manufacturer has no influence over it, and the owner takes over the responsibility for the product. This thesis shows marketing decisions about the product and its brand which have to be made during the creation products, as well as methods for its creation and the extent to which the private label brand has developed. The practical part of the thesis will include the example of the Balea brand, owned by the drug store chain Dm