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master's thesis
Gibson – imidž, arhitektura brenda te dizajnerski utjecaj
2022. urn:nbn:hr:180:420247
Fržop, Filip
Zagreb School of Business

Cite this document

Fržop, F. (2022). Gibson – imidž, arhitektura brenda te dizajnerski utjecaj (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:420247

Fržop, Filip. "Gibson – imidž, arhitektura brenda te dizajnerski utjecaj." Master's thesis, Zagreb School of Business, 2022. https://urn.nsk.hr/urn:nbn:hr:180:420247

Fržop, Filip. "Gibson – imidž, arhitektura brenda te dizajnerski utjecaj." Master's thesis, Zagreb School of Business, 2022. https://urn.nsk.hr/urn:nbn:hr:180:420247

Fržop, F. (2022). 'Gibson – imidž, arhitektura brenda te dizajnerski utjecaj', Master's thesis, Zagreb School of Business, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:420247

Fržop F. Gibson – imidž, arhitektura brenda te dizajnerski utjecaj [Master's thesis]. Zagreb: Zagreb School of Business; 2022 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:180:420247

F. Fržop, "Gibson – imidž, arhitektura brenda te dizajnerski utjecaj", Master's thesis, Zagreb School of Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:180:420247

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Metadata
TitleGibson – imidž, arhitektura brenda te dizajnerski utjecaj
Title (english)Gibson - image, brand architecture and design impact
AuthorFilip Fržop
MentorSanja Rocco (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2022-07-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Gibson je brend koji se bavi proizvodnjom glazbenih instrumenata, najviše električnih gitara. S tradicijom koja traje od 1982. godine, danas predstavljaju jedan od najvećih brendova na tržištu glazbenih instrumenata. Danas na tržištu postoji mnoštvo različitih proizvoda i brendova među kojima kupci mogu birati, a snažni brendovi poput Gibsona prepoznatljivi su u mnoštvu. Brendovi kreiraju uspjeh poticanjem lojalnosti kod kupaca. Lojalistima nije važno što su gitare nekog drugog brenda jednako kvalitetne. Lojalnim kupcima važniji je brend od samog proizvoda, stoga se može reći da snažni brendovi pretvaraju istovrsni proizvod superiornijim nad konkurencijom, a vrijednost Gibson brenda duboko je utkana u njihove proizvode. Pojam arhitekture brenda odnosi se na hijerarhiju i relaciju između brendova unutar iste kompanije. Postoje određena ograničenja o tome koliko jedan brend može imati udjela na tržištu, stoga kompanije kreiraju nove ili kupuju postojeće brendove kako bi ispunile očekivanja kupaca koja s jednim brendom ne mogu. Neki od vodećih svjetskih brendova zapravo su u vlasništvu iste kompanije, a posjedovanje više brendova omogućuje uspješnu prodaju različitim skupinama kupaca. Što se tiče konkurencije, neki imaju originalan dizajn, no kod mnogih možemo primijetiti dizajnerski utjecaj brenda Gibson, pošto njihovi instrumenti posjeduju jednake ili slične karakteristike. Upravo te gitare, koje dizajnerske korijene vuku iz različitih modela brenda Gibson, ukazuju nam ogroman utjecaj ovog brenda.
Abstract (english)
Gibson is a brand that manufactures musical instruments, mostly electric guitars. With a tradition that lasts since 1982, today they represent one of the largest brands in the market of musical instruments. There are many different products and brands on the market today that customers can choose from, and strong brands like Gibson are recognizable in mass. Brands create success by encouraging customers loyalty. It doesn't matter to loyalists that guitars from another brand are of equal quality. For loyal customers, the brand is more important than the product itself, so it can be said that strong brands make the same product superior to the competition, and the value of the Gibson brand is deeply embedded in their products. Brand architecture refers to the hierarchy and relationship between brands within the same company. There are certain limits on how much a brand can have market share, so companies create new or buy existing brands to meet customer expectations that one brand cannot. Some of the world’s leading brands are actually owned by the same company, and owning multiple brands allows successful sales to different customer groups. In terms of competition, some have an original design, but for many we can notice the design influence of the Gibson brand, as their instruments have the same or similar characteristics. It is these guitars, which design roots from different models of the Gibson brand, that show us the huge influence of this brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:420247
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-15 07:49:47