Upravljanje imidžom proizvodnih brendova u skladu s kulturom otkazivanja

master's thesis

• Title (english): Managing the image of product brands in accordance with the cancel culture
• Author: Lovre Gracin
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Nensi Blažević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Ovaj rad analizira fenomen kulture otkazivanja kao značajan izazov za proizvodne brendove i njihove strategije odnosa s javnošću. Studija ispituje slučajeve četiri popularna brenda - Balenciaga, Starbucks, Pepsi i Victoria's Secret - kao primjere velikih kompanija koje bivaju javno posramljene zbog „neprikladnog“ ponašanja. S porastom društvenih medija i mogućnošću okupljanja ljudi u digitalnim prostorima oko zajedničkih vrijednosti, slanje pogrešne poruke postalo je značajna prijetnja za ove brendove. Analiza pokazuje da je najučinkovitija strategija za kompanije koje se suočavaju s javnom kritikom ispričati se, preuzeti odgovornost za svoje postupke i implementirati pozitivne promjene. Shodno tome, otkazivanje ne mora nužno signalizirati kraj uspjeha brenda na tržištu. Naprotiv, može se smatrati poslovnom prilikom za učenje, rast i prilagodbu.

Abstract (english)

This thesis analyzes the phenomenon of cancel culture as a significant challenge for product brands and their public relations strategies. The study examines the cases of four major brands - Balenciaga, Starbucks, Pepsi, and Victoria's Secret - as examples of how large companies are publicly shamed for „inappropriate“ behavior. With the rise of social media and the ability for people to gather in digital spaces around shared values, sending out the wrong message has become a substantial threat for these brands. The analysis shows that the most effective strategy for companies facing public criticism is to apologize, take responsibility for their actions, and implement positive changes. Consequently, being canceled does not necessarily signal the end of a brand's success in the market. On the contrary, it can be seen as a business opportunity to learn, grow, and adapt.

• Keywords: otkazivanje; kultura otkazivanja; brend; kompanija; proizvod; kupci; publika
• Keywords (english): canceling; cancel culture; brand; company; product; buyers; audience
• Language: croatian
• URN:NBN: urn:nbn:hr:114:133083
• 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: 2024-10-10 06:11:30