Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću

master's thesis

• Title (english): The Possibilities of Branding Croatian Basketball from the Perspective of Public Relation Professionals
• Author: Ivana Bašić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2018-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Tema ovog diplomskog rada bila je proučiti trenutni brend hrvatske košarke i istražiti mogućnosti brendiranja istog, kako bi postala prepoznatljiva u svijetu. Za potrebe rada korištene su dvije metode istraživanja – anketa i intervju pri čemu su intervjuirani domaći PR stručnjaci trenutno zaposleni u vodećim hrvatskim košarkaškim klubovima. Zanimljivo je vidjeti kakav je obrazac ponašanja trenutnog brenda hrvatske košarke te što je dovelo do stagnacije u popularnosti, prepoznatljivosti istoga. Nadalje, bilo važno je ponuditi moguća rješenja i mogućnosti brendiranja hrvatske košarke. Ovim radom zaključeno je da unatoč tome što je trenutni brend hrvatske košarke u svijetu neprepoznatljiv, postoji prostor za razvijanje brenda prvenstveno ako ga se odradi sistematski, planirano i koordinirano sa svim uključenim akterima. Prvotno se treba započeti s brendiranjem klubova da bi onda brendirali cijeli sport i tako postali lakše prepoznatljivi i odgovorili na potražnju na tržištu. Hrvatska košarka nije toliko loša koliko njen brend neadekvatno odgovara na stanje na tržištu i željama njenih gledatelja.

Abstract (english)

The topic of the MA paper dealt with the exploration of the current brand of Croatian basketball as well as with investigating the possibilities of furthering its branding in order to achieve worldwide recognition. The research was conducted via two methods – poll surveying and interviewing a number of Croatian PR experts employed in leading Croatian basketball clubs. The methods unveiled the patterns of behaviour in contemporary Croatian basketball, but also what led to the stagnation in its popularity and its recognisability. Furthermore, one of the goals of the paper was to provide plausible solutions and possibilities of branding Croatian basketball. In the research, the following was concluded: even though the current Croatian basketball brand has no worldwide recognisability, a possibility exists to have the brand developed if it is done systematically, coordinated, by plan and inclusive of all those involved. Primarily, branding of the clubs needed to be initiated so as to enable the branding of the sport and therefore, obtain not only recognition but also answer to the demand of the market. The paper found the fault of failing recognisability to lie, not with the sport and players themselves, but with the inadequacies of the brand’s current solutions to the state of the market and the desires of the sports’ viewers.

• Keywords: Hrvatska; košarka; odnosi s javnošću; stručnjaci za odnose s javnošću; brendiranje; sportsko brendiranje; mogućnosti
• Keywords (english): Croatia; basketball; public relations; public relations experts; branding; sports branding; opportunities
• Language: croatian
• URN:NBN: urn:nbn:hr:114:878182
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2018-11-20 11:45:50