Uloga blerizma i Brexita na brendiranje Velike Britanije

master's thesis

• Title (english): The role of Blairism and Brexit on the branding of Great Britain
• Author: Anja Kadoić
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Nikolina Borčić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj diplomski rad istražuje koliko se državni brend Velike Britanije mijenjao u posljednjih 20-ak godina, točnije od Tonyja Blaira do Brexita te koliko su događaji poput smrti Lady Diane, kraljevskih vjenčanja, Olimpijskih igara u Londonu, marketinške kampanje GREAT, jubileja kraljice Elizabete II. i Brexita pozitivno ili negativno utjecali na brend. Kvantitativnom metodom, odnosno online anketom, na uzorku od 80 ljudi ispitali smo kako su doživjeli da se brend mijenjao tijekom prethodno navedenih događaja, što trenutno misle o brendingu Velike Britanije i postoji li nešto što bi promijenili, nadalje što ga najviše ojačava te kakvo je njihovo mišljenje o pogledu stranaca na britanski brend. Istraživanjem smo otkrili kako Britanci i ostali stanovnici doživljaju brend Velike Britanije, što je uvelike narušilo identitet i imidž države, koji se problemi spominju kao najvažniji i kako u narednim godinama poboljšati državni brend. Ono što se u rezultatima pokazalo bitnim je da britanski brend ima previše uzak fokus čije je granice potrebno proširiti, kao i staviti naglasak na pojedine segmente poput umjetnosti, gastronomije i tradicije koje još nisu imale toliko priliku zablistati. Iako blago narušen, britanski brend je i dalje vrlo snažan na globalnoj sceni i pronalaskom rješenja za ekonomske i socijalne probleme u budućnosti će se samo osnažiti.

Abstract (english)

This master's thesis explores how much has the national brand of Great Britain changed in approximately last 20 years, more specifically from Tony Blair to Brexit, and how did events such as the death of Lady Diana, Royal weddings, Olympic games in London, marketing campaign GREAT, jubilee of Queen Elizabeth II. and Brexit positively or negatively influence the brand. Using quantitive analysis, precisely online questionnaire, based on 80 examinees, we investigated how they experienced changing of the brand during above mentioned events, what is their current perception of the brand of Great Britain and would they change anything about it, furthermore what strenghtens it the most and what is their opinion how foreigners percieve the British brand. With the survey we found out how the British and other citizens feel about the brand of Great Britain, what ruined the identity and iamge of the country, which problems are currently most important and how they can better the brand in the next few years. What the results showed is that the British brand has a very narrow focus whose borders need to expand, as well as highlight certain segments such as art, gastronomy and tradition which until now did not have a chance to be under the spotlight. Even though a bit fragmented, the British brand is still quite strong on the global scale and by finding solutions to current economical and social problems, it will only get stronger in the future.

• Keywords: Modernizacija; brend; državni brend; nacionalni brending; rebrendiranje; Velika Britanija; Ujedinjeno Kraljevstvo; Tony Blair; Brexit
• Keywords (english): Modernisation; brand; country brand; national branding; rebranding; Great Britain; United Kingdom; Tony Blair; Brexit
• Language: croatian
• URN:NBN: urn:nbn:hr:114:255505
• 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: 2024-07-23 11:36:34