prikaz prve stranice dokumenta Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits
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undergraduate thesis
Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits
2020. urn:nbn:hr:180:173509
Prekali, Stephanie
Zagreb School of Business

Cite this document

Prekali, S. (2020). Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:173509

Prekali, Stephanie. "Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:173509

Prekali, Stephanie. "Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:173509

Prekali, S. (2020). 'Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits', Undergraduate thesis, Zagreb School of Business, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:173509

Prekali S. Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:180:173509

S. Prekali, "Vizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits", Undergraduate thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:173509

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Metadata
TitleVizualni identitet kao ključni faktor uspjeha - poslovni slučaj Friends with benefits
Title (english)Visual identity as a key success factor- friends with benefits Business case
AuthorStephanie Prekali
MentorSanja Rocco (mentor)
Committee memberDorotea Milas (predsjednik povjerenstva)
Committee memberGoran Luburić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-10-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Sredinom dvadesetog stoljeća robna marka i upravljanje robnom markom postaju iznimno važno područje poslovnih operacija. Pojavom televizije, brend počinje poprimati karakteristike prema kojima ga danas doživljavamo. Uz sveprisutan trend pomaka od koncepta da je glavna svrha vizualnog identiteta prepoznavanje proizvoda te razlikovanje od proizvoda konkurenata do ideje da se vizualnim identitetom stvara esencija i individualna uloga u životu potrošača, osigurana je pozicija da je robna marka viša razina postojanja proizvoda u umu, mislima i srcima javnosti. Jedan od ciljeva ovog rada bio je i istražiti postojeće tržište zdrave hrane, te utvrditi ključne čimbenike uspjeha u brendiranju svježe hrane. Osnovna ideja vodilja koja se prožima kroz cijeli rad je da možemo bez dvoumljenja prihvatiti konstataciju kako je vizualni identitet danas općenito bitan do nezamjenjivosti za primjenu u lansiranju novih poslovnih pothvata/proizvoda. Metodološka osnova ovoga rada zasnovana je na konceptu pisanja analize poslovnog slučaja Friends with benefits. U analitičkom dijelu rada procjenjuju se snage i slabosti poslovnog pothvata, ukazuje se na potencijalne rizike, te predlažu rješenja. Koncept Friends with benefits kroz jedinstveni vrijednosni sustav - zdrava hrana, inovativnost, edukacija, dostupnost i njihova međusobna interakcija - stvara unikatno pozicioniranje te ovaj brend čini drugačijim od konkurentske ponude, a primjenjiv je u svim krajevima Hrvatske.
Abstract (english)
With the spread of television in the mid-20th century, characteristics of a brand started becoming well-defined, and brand management started evolving into an extremely important field of business. Visual identity grew bigger than just being means of recognition and differentiation from competition, it began creating an essence and an individual role in the lives of consumers, thus securing the position of a brand in a higher level of existence within the minds and hearts of the public. One of the main goals of this paper was to explore the existing fresh food market, and to identify the key factors of success in branding fresh food. The leading idea throughout the paper is that we can undoubtedly accept the statement that visual identity today is irreplaceably important for application in launching new business ventures/products. Methodology used in this paper is based on writing case analysis for Friends with benefits. The analytical part of the paper assesses strengths and weaknesses of the business venture, points to potential risks, and provides solutions. The concept of Friends with benefits creates an exceptional positioning through its unique value system - healthy food, innovation, education, availability, and their interaction - which is what makes this brand stand out from competition, while remaining applicable in all parts of Croatia.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:173509
Study programmeTitle: Undergraduate Professional Study of Cultural Management and Production
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) menadžmenta i produkcije u kulturi (stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) menadžmenta i produkcije u kulturi)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2023-04-12 13:33:59