Korištenje društvenih mreža u procesu brendiranja osoba i projekata

master's thesis

• Title (english): The Use of Social Media in the Process of Branding Persons and Projects
• Author: Matej Hasnek
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-06-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Proces brendiranja usko je povezan s evolucijom ljudskog roda. Bilo da se govori o običnom označavanju proizvoda pečatom ili stvaranju jedinstvene priče za brend, cilj svakog brendiranja stvoriti je namjernu diferencijaciju. U suvremenom dobu upotrebom društvenih mreža proces brendiranja postaje dostupniji i jednostavniji za provedbu, ali ga je s druge strane mnogo teže realizirati. Brendiranje je proces s kojim se svakodnevno susrećemo, a brendiranje osoba i projekata dva su tipa brendiranja prisutna u životima svih zaposlenih osoba. Sam proces brendiranja sastoji se od četiri faze, a kao najvažniju fazu svakako treba izdvojiti onu posljednju – realizacija brenda. Da bi brend postao brend, potrebno je u kontinuiranom procesu potvrđivati i dokazivati obećane vrijednosti brenda. Društvene mreže izvrstan su alat za komuniciranje vrijednosti brenda. Jednostavne, jasne i precizne poruke moćno su sredstvo za pridobivanje novih korisnika. Cilj svakog brenda stvoriti je bazu lojalnih korisnika koji će svojevoljno promovirati brend i sve njegove proizvode, a cilj ovog rada izdvojiti je komunikaciju pod odabranim hashtagovima (#stevejobs i #iphone12) na odabranim društvenim mrežama (Facebook, Instagram i Twitter) te tako istražiti razmišljanja i stavove korisnika o odabranim temama i dobiti uvid u trenutačni status brendova koji su predmet ovog istraživanja – Steve Jobs i iPhone.

Abstract (english)

The process of branding is closely linked to the evolution of the human race. Whether we’re discussing the process of marking products with a stamp or creating unique brand stories, the goal of every branding is to create intentional differentiation. In the modern age, the use of social media makes the branding process more accessible and easier to implement, but on the other hand, it makes the process more difficult to achieve. Branding is a process we encounter every day, and branding persons and projects are two types of branding present in the lives of all employees. The branding process itself consists of four phases and the most important phase is the last one – brand realization. For a brand to become a brand, it is necessary to confirm and prove the promised values of the brand in a continuous process. Social media is a great tool for communicating brand values. Simple, clear and precise messages are a powerful tool for gaining new users. The goal of each brand is to create a base of loyal users who will voluntarily promote the brand and all its products. The goal of this paper is to single out communication under selected hashtags (#stevejobs and #iphone12) on selected social networks (Facebook, Instagram and Twitter) and research user’s views on selected topics and gain insight into the current status of the brands that are the subject of this research – Steve Jobs and the iPhone.

• Keywords: proces brendiranja; brendiranje osoba; brendiranje projekata; društvene mreže; Facebook; Instagram; Twitter; hashtag; Steve Jobs; iPhone; realizacija brenda
• Keywords (english): branding process; branding persons; branding projects; social media; Facebook; Instagram; Twitter; hashtag; Steve Jobs; iPhone; brand realization
• Language: croatian
• URN:NBN: urn:nbn:hr:114:626035
• 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: 2022-01-29 14:56:28