Kraljica Elizabeta II. kao brend

master's thesis

• Title (english): Queen Elizabeth II as a Brand
• Author: Azra Šarčević
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Stvaranje osobnog brenda u današnjem moderniziranom svijetu puno je jednostavnije nego što je to bilo nekada. Ljudi su ranije brend mogli postati isključivo rođenjem i vlastitim uspjesima, dok danas to mogu i putem masovnih medija, koji im znatno olakšavaju doseg velikog broja ljudi, široke javnosti. Neovisno o tome kako pojedinac stvori osobni brend, kao i kad su u pitanju proizvodi, važno je održavati brend, držati ga vjerodostojnim i jedinstvenim kako se ne bi našao u mnoštvu onih koji su brzo zaboravljeni. Kraljica Elizabeta II. nije se mogla suočiti s takvim problemom jer vladara Velike Britanije nemoguće je zaboraviti. Ipak, nju je čekao puno teži put, koji je očekivao neprekinuto građenje pozitivnog imidža i širenje snage i moći brenda kako bi uzdignula ne samo sebe i kraljevsku obitelj, već i cijelu državu. Elizabeta II. u tome je uspjela, snaga njezina brenda ne može se usporediti s niti jednim globalnim brendom trenutno u svijetu, a onaj tko će ju pokušati nadmašiti morat će se zaista potruditi. Nije sporno da će taj brend ostati jak još dugo vremena nakon njezine smrti.

Abstract (english)

Creating a personal brand in today's modernized world is much simpler than it used to be. Previously, people could become a brand solely through birth and their own success, while today they can also do so through the mass media, which make it much easier for them to reach a large number of people, the general public. Regardless of how an individual creates a personal brand, as in the case of products, it is important to maintain the brand, keep it credible and unique so that it does not find itself among the multitude of those who are quickly forgotten. Queen Elizabeth II could not face such a problem, because it is impossible to forget the ruler of Great Britain. However, a much more difficult path awaited her. The path which expected the continuous building of a positive image and the expansion of the strength and power of the brand in order to elevate not only herself and the royal family, but also the entire country. Elizabeth II. she succeeded in that, the strength of her brand cannot be compared to any global brand currently in the world, and whoever tries to surpass her will have to try really hard. There is no doubt that the brand will remain strong long after her death.

• Keywords: brend; brendiranje; osobni brend; kraljica Elizabeta II.; Ujedinjeno Kraljevstvo; britanska monarhija
• Keywords (english): brand; branding; personal brand; Queen Elizabeth II; United Kingdom; British monarchy
• Language: croatian
• URN:NBN: urn:nbn:hr:114:092246
• 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; Embargo expiration date: 2024-03-18
• Created on: 2023-10-12 13:23:50