Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu

master's thesis

• Title (english): An Analysis of the Cases of Company Rebranding on the Croatian Market
• Author: Lana Radusin
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Diplomski rad Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu osmišljen je s ciljem da istraži koncept korporativnog rebrendiranja, ponudi sveobuhvatan pregled tog procesa te generira uvide potencijalno primjenjive u drugim marketinškim kontekstima. Istraživačko pitanje Kako proces rebrendiranja na hrvatskom tržištu utječe na imidž i poslovne rezultate brenda? postavljeno je s ciljem boljeg razumijevanja koncepta rebrendiranja i njegovih učinaka. Prvi dio rada obuhvatio je teoriju brenda, brendiranja, identiteta i imidža kako bi se stvorila osnova za istraživanje. U drugom, istraživačkom dijelu rada korištena je metoda studije slučaja da bi se provjerila teza koja pretpostavlja da brendovi na hrvatskom tržištu mogu, provođenjem procesa rebrendiranja na različitim razinama, pozitivno utjecati na vlastiti imidž i/ili poslovne rezultate. Rezultati istraživanja pokazali su potvrdu postavljene hipoteze te ponudili kvalitativan u čimbenike i učinke procesa rebrendiranja te način na koji on utječe na poslovanje tvrtki na hrvatskom tržištu.

Abstract (english)

The thesis An Analysis of the Cases of Company Rebranding on the Croatian Market was created to explore the concept of corporate rebranding, offer a comprehensive overview of the process and generate insights potentially applicable in other marketing contexts. The research question How does the rebranding process on the Croatian market affect the image and business results of the brand? was created with the aim of better understanding the concept of rebranding and its effects. The first part of the paper includes the theory of brand, branding, identity and image in order to create a basis for research. In the second, practical part of the paper, a case study method was used to test the thesis that assumes that brands in the Croatian market can, by conducting the rebranding process at different levels, positively affect their own image and/or business results. The results of the conducted research confirmed the set hypothesis and offered a qualitative insight into the effects of rebranding and the way in which it affects the companies on the Croatian market.

• Keywords: brend; rebrendiranje; imidž; identitet
• Keywords (english): brand; rebranding; image; identity
• Language: croatian
• URN:NBN: urn:nbn:hr:114:568253
• 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: Closed access
• Created on: 2022-02-07 13:01:21