Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina

master's thesis

• Title (english): Brands Expansion Strategies in the Case of Disney, Facebook and Virgin
• Author: Denis Remenar
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Na današnjem tržištu prisutno je sve više brendova čija moć proizlazi iz neopipljivih vrijednosti te bogatog asortimana proizvoda, portfolija i arhitektura brenda. Ovaj rad bavi se traženjem odgovora na pitanja koje su to strategije širenja brendova najviše korištene pri zauzimanju bitne pozicije na tržištu, kako neopipljive vrijednosti kroz emotivnu komponentu i upotrebu čula dovode do veće prepoznatljivost takvih brendova te koje su shodno tome posljedice za tržište i potrošače. Kao primjeri pri pronalasku odgovora, u radu su korišteni brendovi Disney, Facebook i Virgin. Pomoću njih utvrđene su najkorištenije strategije širenja brendova, a metodom fokus grupe potvrđena je bitnost emocija i čula te diferencijacije kao sredstava pri održavanju brenda u fazi rasta, a bitnom se u konačnici pokazala i zemlja podrijetla brenda kao alata pri lakšem i bržem širenju na strana tržišta. Konačno, svrha rada bila je ponuditi odgovore na tražena pitanja kako bi se mogla konstruirati budućnost brendova koji su postali sve bitniji dijelovi društva. Oni su živući organizmi koji se prilagođavaju svim promjenama, a kao takve valja ih dodatno proučavati.

Abstract (english)

In today's market there is more and more brands whose power comes from the intangible values and a rich product range, portfolio and brand architecture. This paper deals with searching for answers to the issues which brand extension strategies are most used to occupy a key position on market, since intangible values through emotional component and use of senses lead to greater recognition of such brands and possible consequences for the market and consumers. As an examples in search for answers, Disney, Facebook and Virgin brands were used in this paper. With their help, the most widely used brand expansion strategies were established, and with focus group as method, were confirmed the importance of emotion and senses and differentiation as resources to maintain brand in growing fase phase, and ultimately proved the country of origin as a tool for easier and faster expansion on foreign markets. Finally, the purpose of this paper was to provide answers for asked questions in order to construct brands future that have become increasingly important parts of society. They are living organisms that adapt to all changes, and as such need to be further studied.

• Keywords: brend; strategije širenja brendova; Disney; Facebook; Virgin; znanje; sinergija; splet brendova; akvizicija; kobrending; emotivna komponenta; neopipljive vrijednosti; čula
• Keywords (english): brand; brand expansion strategies; Disney; Facebook; Virgin; knowledge; synergy; set of brands; acquisition; co-branding; emotional component; intangible values; senses
• Language: croatian
• URN:NBN: urn:nbn:hr:114:017203
• 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: 2019-11-21 10:35:03