Brand building and positioning

U ovom radu se govori o markama, njihovoj izgradnji i pozicioniranju. Proizvodi su se oduvijek označavali da bi se znalo tko ih je proizveo tj. čije su vlasništvo. Tako se razvijao tradicionalni koncept označavanja proizvoda i upravljanja markom. Marka proizvoda ima opipljive i neopipljive karakteristike kojima privlači kupce, komunicira s njima i olakšava donošenje odluka prilikom kupovine. Danas je utjecaj marki od velike važnosti. One ne samo da definiraju kupca kao osobu, već definiraju i njegov društveni odnosno socijalni status. Da bi se stvorila uspješna marka, potrebno je razumjeti potrošačeve potrebe. Zatim se objašnjava izgradnja marke koja je dugotrajan proces koji zahtjeva vještine marketinških stručnjaka. I na kraju se u radu govori o pozicioniranju marke, odnosno zauzimanju određenog mjesta u svijesti kupca na ciljnom tržištu. Provedeno je istraživanje putem ankete u kojoj je sudjelovalo 53 ispitanika. Cilj ankete je bio istražiti što najviše utječe na kupce prilikom kupovine proizvoda.This paper discusses brands, their construction and positioning. Products have always been marked as to know who produced them, in other words whose property they are. This is how the traditional concept of product labeling and brand management developed. The product brand has tangible and intangible characteristics that attract customers, communicate with them and facilitate decisionmaking when buying. Today, the influence of brands is of great importance. They not only define the customer as a person, but also define his social status. In order to create a successful brand, it is necessary to understand the needs of the consumer. It then explains brand building which is a time consuming process that requires the skills of marketing professionals. Finally, the paper discusses the positioning of the brand, ie taking a certain place in the minds of customers in the target market. The research was conducted through a survey in which 53 respondents participated. The aim of the survey was to investigate what most influences customers when buying products