Prepoznatljivost brenda Red Bull kroz sport u Hrvatskoj

master's thesis

• Title (english): Recognizability of the Red Bull brand through sports in Croatia
• Author: Kristina Kalea
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Committee member: Iva Nenadić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Predmet ovog rada je brend Red Bull, a cilj istraživanja bio je objasniti koliko je učinkovita marketinška i komunikacijska strategija Red Bull GmbH koja se uglavnom oslanja na povezivanje sa sportom i komunikaciju kroz sport. U tu svrhu, provedeno je anketno istraživanje u Hrvatskoj, a rezultati potvrđuju da ispitanici uspješno povezuju Red Bull brend sa sportom što je u skladu s njihovom dugogodišnjom strategijom i što pak utječe na pozitivnu percepciju o brendu. Također, dokazano je da su ispitanici upoznati sa sportašima i sportašicama te sportskim timovima i klubovima koje Red Bull sponzorira, ali i sportskim događajima koje organizira te je uočeno postojanje povezanosti između odluke o kupovini energetskog pića Red Bull kod ispitanika koji u većoj mjeri prate sport i sponzoriranja njegova omiljenog sportaša, tima ili sportskog događaja od strane kompanije. Rezultati također ukazuju na postojanje prostora za napredak u vidu komunikacije Red Bulla sa svojim ciljanim javnostima putem svoje službene stranice i društvenih mreža. Iako su ispitanici koji Red Bullov sportski sadržaj smatraju zanimljivim skloni dijeliti ga dalje, svega je mali broj onih koji ga uopće smatraju zanimljivim. Nalazi ovoga rada uvid su u strategiju brendiranja kompanije Red Bull Gmbh kroz sport te mogu poslužiti kao polazište za daljnja istraživanja brendiranja proizvoda sličnih kategorija kroz sport.

Abstract (english)

The subject of this paper is the Red Bull brand, and the aim of the research was to explain the effectiveness of the marketing and communication strategy of Red Bull GmbH, which primarily relies on association with and communication through sports. To this end, a survey was conducted in Croatia, and the results confirm that respondents successfully associate the Red Bull brand with sports, which aligns with their long-standing strategy and positively influences the perception of the brand. Additionally, it has been proven that respondents are familiar with the athletes, sports teams and clubs sponsored by Red Bull, as well as the sporting events they organize. Furthermore, a correlation was observed between the decision to purchase Red Bull energy drinks among respondents who more actively follow sports and the sponsorship of their favorite athlete, team, or sporting event by the company. The results also indicate that there is room for improvement in Red Bull's communication with its target audiences through its official websites and social media. Although respondents who find Red Bull's sports content interesting tend to share it further, only a small number consider it interesting. The findings of this paper provide insight into the branding strategy of Red Bull GmbH through sports and can serve as a starting point for further research on branding products in similar categories through sports.

• Keywords: Red Bull; brendiranje; sport; marketing; komunikacija
• Keywords (english): Red Bull; branding; sport; marketing; communications
• Language: croatian
• URN:NBN: urn:nbn:hr:114:674009
• 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: 2024-10-11 09:49:44