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undergraduate thesis
Razvoj trgovačkih marki u Hrvatskoj i svijetu
2023. urn:nbn:hr:109:646409
Horvat, Adriana
Josip Juraj Strossmayer University of Osijek
FACULTY OF FOOD TECHNOLOGY
Department of Food Technologies
Sub-department of Meat and Fish Technology

Cite this document

Horvat, A. (2023). Razvoj trgovačkih marki u Hrvatskoj i svijetu (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY. Retrieved from https://urn.nsk.hr/urn:nbn:hr:109:646409

Horvat, Adriana. "Razvoj trgovačkih marki u Hrvatskoj i svijetu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY, 2023. https://urn.nsk.hr/urn:nbn:hr:109:646409

Horvat, Adriana. "Razvoj trgovačkih marki u Hrvatskoj i svijetu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY, 2023. https://urn.nsk.hr/urn:nbn:hr:109:646409

Horvat, A. (2023). 'Razvoj trgovačkih marki u Hrvatskoj i svijetu', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY, accessed 30 January 2025, https://urn.nsk.hr/urn:nbn:hr:109:646409

Horvat A. Razvoj trgovačkih marki u Hrvatskoj i svijetu [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY; 2023 [cited 2025 January 30] Available at: https://urn.nsk.hr/urn:nbn:hr:109:646409

A. Horvat, "Razvoj trgovačkih marki u Hrvatskoj i svijetu", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, FACULTY OF FOOD TECHNOLOGY, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:109:646409

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Metadata
TitleRazvoj trgovačkih marki u Hrvatskoj i svijetu
Title (english)The Development of Private Labels in Croatia and the World
AuthorAdriana Horvat
MentorDragan Kovačević (mentor)
GranterJosip Juraj Strossmayer University of Osijek
FACULTY OF FOOD TECHNOLOGY
(Department of Food Technologies)
(Sub-department of Meat and Fish Technology)
Osijek
Defense date and country2023-06-27, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Food Technology
Abstract
U ovom radu definirat će se osnovni pojmovi: robna marka, privatna ili trgovačka marka i marka proizvođača. Opisat će se osnovne prednosti trgovačkih marki u odnosu na marke proizvođača te sve snažnija uloga trgovačkih marki u segmentu robe svakodnevne potrošnje kao što su prehrambeni proizvodi, bezalkoholna pića, higijenski proizvodi, sredstva za čišćenje i hrana za kućne ljubimce. Analizirat će se najvažniji trendovi koji pokreću rast segmenta trgovačkih robnih marki na svjetskoj razini kao što su inovacije u razvoju prehrambenih proizvoda, posebice funkcionalne hrane, organske hrane i gastronomskih specijaliteta kroz premium proizvode. Prikazat će se trendovi rasta udjela trgovačkih marki u Hrvatskoj i svijetu te marketinški alati koje koriste trgovački lanci u brendiranju vlastitih robnih marki.
Abstract (english)
In this paper, a few basic concepts will be defined, such as: brand, private mark or trademark and manufacturer's trademark. The basic advantages of the trademark will be explained in the relation to the manufacturers brand and the growing power of trademarks present in the segment of everyday consumer goods such as food products, nonalcoholic beverages, basic hygiene products, cleaning supplies and pet food. The most important trends driving the growth of the global brand segment such as innovations in the development of food products, especially functional foods, organic foods and gastronomic specialties through premium products will be analyzed. The growth trends of the share of brands in Croatia and the world will be presented, as well as the marketing tools used by retail chains in branding their own brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:109:646409
Study programmeTitle: Food Technology
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka prehrambene tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka prehrambene tehnologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-06-28 09:26:35