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undergraduate thesis
JAVNE OSOBE I BRENDIRANJE
2017. urn:nbn:hr:180:274120
Grdašić, Ljerka
Zagreb School of Business

Cite this document

Grdašić, Lj. (2017). JAVNE OSOBE I BRENDIRANJE (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:274120

Grdašić, Ljerka. "JAVNE OSOBE I BRENDIRANJE." Undergraduate thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:274120

Grdašić, Ljerka. "JAVNE OSOBE I BRENDIRANJE." Undergraduate thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:274120

Grdašić, Lj. (2017). 'JAVNE OSOBE I BRENDIRANJE', Undergraduate thesis, Zagreb School of Business, accessed 14 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:274120

Grdašić Lj. JAVNE OSOBE I BRENDIRANJE [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2017 [cited 2024 April 14] Available at: https://urn.nsk.hr/urn:nbn:hr:180:274120

Lj. Grdašić, "JAVNE OSOBE I BRENDIRANJE", Undergraduate thesis, Zagreb School of Business, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:180:274120

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Metadata
TitleJAVNE OSOBE I BRENDIRANJE
Title (english)Public people and branding
AuthorLjerka Grdašić
MentorIvana Greguric (mentor)
Committee memberNeven Šipić (predsjednik povjerenstva)
Committee memberDorotea Milas (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2017-07-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Oglašavanje danas ima nezaobilazan utjecaj na razvoj brenda. Prva funkcija oglašavanja je da se ljudi uopće upoznaju sa markom proizvoda. Nadalje oglašavanje ističe prednosti proizvoda tj. , načine na koje se taj proizvod pokušava diferencirati u odnosu na konkurenciju. Brend je skup svih podataka o nekom proizvodu koji ga razlikuje u odnosu na konkurenciju. Marka mora stvarati snažni i trajni identitet proizvoda ili usluge, sažimati osobnost poduzeća i poticati osjećaje povjerenja, korisnosti, dobrobiti i sigurnosti. Prednost neke marke proizlazi iz toga je li ona prepoznatljiva i nalazi li se u podsvijesti potrošača te se upravo brendiranjem kod potrošača želi stvoriti nesvjesna pozitivna emocionalna reakcija na tu marku proizvoda. Odnosi s medijima mogli bi se, u tehničkom smislu, definirati kao djelatnost koja nastoji stvoriti što povoljniju sliku poduzeća. Uloga medija ključna je pri oblikovanju imidža tvrtke u javnosti. Stalna komunikacija s novinarima i praćenje vlastite tvrtke u medijima, te reakcije publike na reklamu brenda ili proizvoda od velike je važnosti za uspjeh tvrtke. Tu dolazimo do važnosti javnih osoba u brendiranju. Brendiranje javnih osoba je vrsta brendiranja ili reklamiranja u kojem javno poznata osoba koristi status u društvu kako bi promovirala neki proizvod, uslugu ili humanitarnu akciju. Razlog zbog kojega se javne osobe koriste kako bi se promovirao neki brend ili usluga je njihov veliki utjecaj na javnost. Javnost više obraća pozornost na reklame koje imaju neku javnu osobu, zanimljiviji su te izazivaju reakciju.
Abstract (english)
Today advertising have unavoidable effect on development oft he brand. First function of advertising is for people to know brand name of product. Furthermore advertising stresses advantages of the product or ways in which that product differentiate from competition. Brand is sum of all information about some product that differentiate it from competition. Brand must create strong and permanent identity of product, summarize company personality and create strong feelings of trust, wellness and safety. Advantages of some brand lies in recognition of brand, and with branding we try to create unconscious positive emotional reaction on that brand. Public relations could be defined in technical sense as activity which is trying to create positive image of company in public. Role of media is key in developing image of company in public. Permanent communication with journalists and following reactions of general public on brand ads is crucial for success of company. Now we can see importance of public persons in branding. Branding public persons is type of branding in which publicly known person uses his status to promote some product, service or humanitarian action. Reason why public persons are using advertising is their huge influence on general public. They are generally more receptive to ads which have some public person in it because they are more interesting and provocative.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:274120
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-07-14 07:15:19