Brendiranje emocija - kako je Danska brendirala sreću?

master's thesis

• Title (english): Branding of Emotions: How Denmark Branded Happiness
• Author: Dora Slivar
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Diplomski rad Brendiranje emocija – kako je Danska brendirala sreću osmišljen je da bi se istražio fenomena brendiranja država pomoću emocija. Istraživačko pitanje Kako je Danska brendirala sreću postavljeno je s ciljem boljeg razumijevanja brendiranja država pomoću emocija što je do sada nedovoljno istražen koncept. Prvi dio rada obuhvatio je teoriju identiteta, imidža, brenda i emocija kako bi se provelo istraživanje. Praktični dio rada koristio se metodom studije slučaja i analizom sadržaja da bi se provjerila teza koja pretpostavlja da je Danska prepoznala utjecaj emocija na stvaranje imidža države blagostanja. Rezultati istraživanja prikazali su detaljnije dansko brendiranje pomoću emocija te ukazali na važnost slaganja interne zajednice, međunarodnog imidža i eksternog komuniciranja da bi se stvorio jak brend

Abstract (english)

The thesis titled Emotion Branding - How Denmark Branded Happiness is designed to explore the phenomenon of branding countries through emotions. The research question How Denmark branded happiness was designed with the aim of better understanding the process of branding countries through emotions, which is a concept that has been insufficiently researched so far. The first part of the thesis included the theory of identity, image, brand, and emotions in order to conduct research. The practical part of the thesis used the case study method and content analysis to test the thesis that assumes that Denmark recognized the influence of emotions on the creation of the image of the welfare state. The results of the research showed a more detailed Danish branding with emotions and pointed out the importance of bringing together the internal community, international image, and external communication in order to create a strong brand.

• Keywords: brend; emocije; imidž; identitet; Danska; ''hygge''.
• Keywords (english): brand; emotions; image; identity; Denmark; ‘’hygge’’.
• Language: croatian
• URN:NBN: urn:nbn:hr:114:558373
• 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: Access restricted to authenticated users
• Created on: 2020-11-02 08:17:29