Challenges and prospects of creating own brand

Predmet rada bio je istražiti s kojim se sve izazovima susreću mladi poduzetnici pri stvaranju vlastitog poduzeća, kao i brendiranju proizvoda i usluga na hrvatskom i inozemnom tržištu. Cilj rada bio je analizirati odabrana poslovanja i shvatiti kako je tekao njihov poduzetnički put, kojim su se marketinškim i komunikacijskim kanalima i alatima služili pri stvaranju brenda. Pokušalo se saznati koji su to unutarnji motivi koji su ih motivirali i koja je njihova tajna uspjeha te što bi savjetovali budućim potencijalnim poduzetnicima. Kvalitativnom metodom dubinskog intervjua provedeno je empirijsko istraživanje u kojemu je sudjelovalo pet poduzetnika. Zaključujem kako se ideje, motivacija, tržište, industrije i ciljane skupine razlikuju među ispitanicima, ali kako je upornost svima zajednička osobina, te kako svi čvrsto vjeruju u uspjeh svojih brendova i vole ono čime se bave. U gotovo svim istraživanja brending putem online kanala i društvenih mreža se pokazao kao bitan čimbenik pri ostvarivanju profita, kao i direktni kontakti licem u lice.The subject of the paper was to investigate all the challenges that young entrepreneurs face when creating their own company, as well as branding products and services in the Croatian and foreign markets. The aim of the paper was to analyze selected businesses and understand how their entrepreneurial path went, as well as the marketing and communication channels and tools they used to create their brand. Also, this paper tried to identify the internal motives that motivated them, their secret of success, and what advice they would give to future prospective entrepreneurs. Empirical research was conducted using the qualitative in-depth interview method in which five entrepreneurs participated. It can be concluded that motivation, ideas, market, industries and target groups differ among respondents, but that persistence is a common trait they all share, and that everyone firmly believes in the success of their brands and loves what they do. In almost all research, branding through online channels and social networks has proven to be an important factor in making a profit, along with direct face-to-face contacts