BRANDING AND ITS IMPORTANCE

Ovaj završni rad obradit će pojam brendiranja te njegovu važnost. Brend je puno više od imena neke robne marke, to je ono po čemu se proizvodi i usluge razlikuju. Brendiranje je jedno od temeljnih načela kako izgraditi uspješan biznis, a njegova svrha je učiniti neki proizvod ili uslugu prepoznatljivom te joj povećati vrijednost na tržištu. Počeci brendiranja sežu u daleku prošlost, a s godinama sve se više uviđa njegova važnost. Danas se uspješno brendiranje temelji na sinergiji više različitih tehnika, a upravo njihov spoj šalje dosljednu poruku o proizvodima i uslugama tvrtke.This final paper will deal with the concept of branding and its importance. A brand is much more than a brand name, that’s what makes products and services different. Branding is one of the basic principles of how to build a successful business, and its purpose is to make a product or service recognizable and increase its value in the market. The beginnings of branding go back to the distant past, and over the years its importance is increasingly recognized. Today, successful branding is based on the synergy of several different techniques, and it is their combination that sends a consistent message about the company's products and services