KVALITETA PROIZVODA KAO ČIMBENIK STVARANJA MARKE

• Published in: Poslovna izvrsnost - Business excellence
• Main Authors: Petar, Saša, Marušić, Tajana
• Format: Article in Journal/Newspaper
• Language: Croatian
• Published: University of Zagreb, Faculty of Economics and Business Zagreb 2019
• Subjects: marka; proizvod; kvaliteta; brand; product; quality; sami
• Online Access: https://hrcak.srce.hr/230053; https://hrcak.srce.hr/file/334442

Odnos marki i potrošača je kompleksan i osjetljiv jer marke često odražavaju mišljenja i stavove potrošača. Potrošači uspostavljaju odnos temeljen na emocijama s mrakom i očekuju da se određene njima važne karakteristike koje povezuju s markom ne mijenjaju. Posebice očekuju kontinuitet u kvaliteti koja se pokazala kao jedna od ključnih odrednica u izgradnji uspješne marke. Na današnjem iznimno brzom i konkurentnom tržištu, za marke je važnije nego ikada da zadrže kontinuitet kvalitete i time ispune očekivanja potrošača. Cilj ovog rada je pobliže objasniti karakteristike marke, kao i razliku između marke i proizvoda te pojasniti sami proces stvaranja marke. Pregledom dostupne i aktualne literature, ovim radom želi se također pobliže istražiti utjecaj kvalitete na stvaranje uspješne marke, a samim time i pozitivnih poslovnih rezultata i profita. Brand-consumer relationship is complex and sensitive because brands often reflect consumers' opinions and attitudes. Consumers establish a relationship based on emotions with brands and expect that certain important characteristics that they associate with a brand do not change. In particular, they expect continuity in quality, which is considered to be one of the key determinants of building a successful brand. In today's extremely fast and competitive market, it is more important for brands than ever to maintain continuity of quality and thus meet consumer expectations. The aim of this paper is to explain in more detail the characteristics of a brand, as well as the difference between a brand and a product, and the process of building a brand itself. By reviewing the available and current literature, this paper also aims to examine more closely the importance of quality in the process of creating a successful brand, which then generates positive business results and profits.