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master's thesis
Imidž marke - poslovni slučaj BMW
2023. urn:nbn:hr:180:197448
Puljić, Ivana
Zagreb School of Business

Cite this document

Puljić, I. (2023). Imidž marke - poslovni slučaj BMW (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:197448

Puljić, Ivana. "Imidž marke - poslovni slučaj BMW." Master's thesis, Zagreb School of Business, 2023. https://urn.nsk.hr/urn:nbn:hr:180:197448

Puljić, Ivana. "Imidž marke - poslovni slučaj BMW." Master's thesis, Zagreb School of Business, 2023. https://urn.nsk.hr/urn:nbn:hr:180:197448

Puljić, I. (2023). 'Imidž marke - poslovni slučaj BMW', Master's thesis, Zagreb School of Business, accessed 06 May 2024, https://urn.nsk.hr/urn:nbn:hr:180:197448

Puljić I. Imidž marke - poslovni slučaj BMW [Master's thesis]. Zagreb: Zagreb School of Business; 2023 [cited 2024 May 06] Available at: https://urn.nsk.hr/urn:nbn:hr:180:197448

I. Puljić, "Imidž marke - poslovni slučaj BMW", Master's thesis, Zagreb School of Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:180:197448

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Metadata
TitleImidž marke - poslovni slučaj BMW
Title (english)Brand image – BMW case study
AuthorIvana Puljić
MentorSanja Rocco (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2023-07-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je „Imidž marke – poslovni slučaj BMW“ koja počinje definiranjem što je marka te koja je uloga loga koji predstavlja najvažniji dio svake marke pa ga se sukladno tome često smatra temeljem identiteta kojeg nastoji izgraditi svaka marka. U radu se govori o vizualnom identitetu te od kojih se sve elemenata sastoji kao i poviješću i procesu stvaranja istoga. Imidž marke se u ovom radu obrađuje na primjeru marke BMW, koja je u svijetu poznata kao simbol za proizvodnju najkvalitetnijih automobila. Uz ovu marku se često veže dobar glas. Uglavnom se podudara s onim što i sama kompanija promovira odnosno vrijednost samog poduzeća i kvalitetu njihovih proizvoda. Razlog zbog kojeg sam izabrala ovu temu je bio interes prema markama. Teorijski dio se objašnjava na poslovnom slučaju brenda BMW-a.
Abstract (english)
The theme of this paper is " Brand image – BMW case study ", which begins with defining what a brand is and what is the role of the logo that represents the most important part of each brand, and accordingly it is often considered the basis of the identity that each brand seeks to build. The paper discusses the visual identity and all the elements of which it consists as well as the history and process of creating it. The image of the brand in this paper is dealt with on the example of the BMW brand, which is known in the world as a symbol for the production of the highest quality cars. This brand is often associated with a good reputation. It mainly coincides with what the company itself promotes, i.e. the value of the company itself and the quality of their products. The reason we chose this topic was the interest towards brands. The theoretical part is explained on the BMW brand business case.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:197448
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar/magistra marketinga i komunikacija (magistar/magistra marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-08-30 12:26:50