Brend-Marka
2
Uvod ..........................................................................................................................31.1.Predmet i polazište istraživanja..... ....................................................................31.2.Značaj i aktuelnosti istraživanja……………………………………………………………....31.3.Ciljevi istraživanja ..............................................................................................41.4.Hipotetički okvir istraživanja …………………………………………………….……………41.5.Metod istraživanja ............................................................................................51.6.Struktura rada…………………………………………………………………………….…..……52.Marketing menadžment...........................................................................................62.1.Značaj marketinga ………………………………………………………………………………..62.2.Obuhvat marketinga ……………………………………………………………….…………….72.3.Šta se plasira na tržište? ……………………………………………………………………….82.4.Osnovni koncepti,trendovi i zadaci marketinga ………………………….…………..102.5.Marketing strategija …………………………………………………………………………..142.6.Istraživanje tržišta ……………………………………………………………………………...162.7.Analiza konkurencije ……………………………………………………………………….….183.Brend ……………………………………………………………………………………….……………..203.1.Karakteristika proizvoda ................................................................................203.2.Definisanje Brenda ……………………………………………………………………………….213.3.Brend proizvođača……………………………………………………………………………….213.4.Označavanje Brenda …………………………………………………………………………….223.5.Kvalitet ………………………………………………………………………………………………233
3.6.Cena ………………………………………………………………………………………….………233.7.Izbor Brenda ……………………………………………………………………………………….243.8.Dimenzije Brenda ………………………………………………………………………………..263.9.Strategija razvoja Brenda …………………………………………………………………….263.10.Upravljanje brendom ……………………………………………………………………..303.11.Odluke o imenu Brenda ……………………………………………………………….…313.12.Strategija imena brenda (BRAND NAME STRATEGY) ..............................323.13.Pravno regulisanje …………………………………………………………………………323.14.Strategije u životnom ciklusu brenda-marke............................................333.15.
Iskustvo Marks & Spencera u razvoju marke „ST. MICHAEL“…..34
4.Zaključak ………………………………………………………………………………………………….375.Literatura …………………………………………………………………………………………………384
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