Rebrendiranje rukometnog kluba Osijek na društvenim mrežama

master's thesis

• Title (english): Rebranding of the handball club Osijek on social media
• Author: Tena Josić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Committee member: Kristian Došen (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

Sportski klubovi ili organizacije danas često prolaze kroz proces rebrendiranja mijenjajući svoje ime, logotip ili boje. Rebrendiranje je česta pojava u sportu, no u znanstvenim istraživanjima nedovoljno pokrivena, posebice u hrvatskom kontekstu. Stoga, svrha ovog rada je otkriti kako se jedan hrvatski klub restrukturirao i kreirao novi vizualni identitet. Rad se ponajprije bavi pojmovima kao što su identitet, imidž i brendiranje, a u središnjem se dijelu obrađuju teme rebrendiranja, posebice na društvenim mrežama. Ciljevi istraživanja su utvrditi komunikacijska obilježja RK Osijek na društvenim mrežama te ispitati percepciju stanovnika Osječko-baranjske županije o RK Osijek, uključujući i njihovu svijest o procesu rebrendiranja i njegovim elementima. Za to su korištene dvije metode: analiza sadržaja službenog klupskog Instagram profila te anketa namijenjena stanovnicima Osječko-baranjske županije. RK Osijek tijekom 2021. osvježio je svoj brend, stvorio osjećaj identiteta i kroz novi vizualni identitet dodatno naglasio pripadnost gradu Osijeku. Društvene mreže koristio je kao kanal komunikacije s navijačima gdje su dijeljene vijesti o rebrendiranju, a i razni kreativni sadržaji poput poteza s utakmica ili rubrike „Rukometna srijeda“. Provedena anketa pokazala je da su svi ispitanici upoznati s brendom RK Osijek te da uglavnom znaju osnovne informacije poput igrača ili liga u kojoj nastupaju, kao i da su upoznati s procesom rebrendiranja. Ovo je tek mali doprinos u istraživanju rebrendiranja hrvatskih sportskih klubova na društvenim mrežama, koji bi mogao poslužiti kao osnova za daljnja istraživanja.

Abstract (english)

Sports clubs or organizations today often go through a rebranding process by changing their name, logo or colors. Rebranding is a common phenomenon in sports but insufficiently covered in scientific research, especially in the Croatian context. Therefore, the purpose of this paper is to reveal how a Croatian club restructured and created a new visual identity. The work primarily deals with concepts such as identity, image and branding, and the central part deals with the topics of rebranding, especially on social networks. The goals of the research are to determine the communication characteristics of HC Osijek on social networks and to examine the perceptions of residents of Osijek-Baranja County about HC Osijek, including their awareness of the rebranding process and its elements. Two methods were used for this: content analysis of the club's official Instagram profile and a survey aimed at residents of Osijek-Baranja County. During 2021, HC Osijek refreshed its brand, created a sense of identity and, through a new visual identity, additionally emphasized belonging to the city of Osijek. The club used social networks as a channel of communication with fans where news about rebranding was shared, as well as various creative content such as highlights from matches or the column "Handball Wednesday". The conducted survey showed that all respondents are familiar with the HC Osijek brand and that they mostly know basic information, such as the players or the league they play in, as well as that they are familiar with the rebranding process. This is only a small contribution to the research on the rebranding of Croatian sports clubs on social networks, which could serve as a basis for further research.

• Keywords: identitet; imidž; rebrendiranje; društvene mreže; RK Osijek
• Keywords (english): identity; image; rebranding; social networks; HC Osijek
• Language: croatian
• URN:NBN: urn:nbn:hr:114:136076
• 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: 2024-10-14 07:02:53