prikaz prve stranice dokumenta Razvoj brenda i oglašavanje u Formuli 1
  Download
PDF 1.94 MB
master's thesis
Razvoj brenda i oglašavanje u Formuli 1
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. urn:nbn:hr:251:905019
Ivić, Luka
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

Cite this document

Ivić, L. (2024). Razvoj brenda i oglašavanje u Formuli 1 (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:905019

Ivić, Luka. "Razvoj brenda i oglašavanje u Formuli 1." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:905019

Ivić, Luka. "Razvoj brenda i oglašavanje u Formuli 1." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:905019

Ivić, L. (2024). 'Razvoj brenda i oglašavanje u Formuli 1', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 02 March 2025, https://urn.nsk.hr/urn:nbn:hr:251:905019

Ivić L. Razvoj brenda i oglašavanje u Formuli 1 [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 March 02] Available at: https://urn.nsk.hr/urn:nbn:hr:251:905019

L. Ivić, "Razvoj brenda i oglašavanje u Formuli 1", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:905019

Metadata
TitleRazvoj brenda i oglašavanje u Formuli 1
Title (english)Brand development and advertising in Formula 1
AuthorLuka Ivić
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberMarina Đukić (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberIgor Mavrin (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
U svijetu brzine, inovacija i adrenalina, Formula 1 prostor je gdje se snovi ostvaruju, a talent i tehnologija pišu povijest. Ovaj diplomski rad istražuje evoluciju Formule 1 kroz dinamiku marketinških strategija i brendiranja. Kroz analizu povijesti, naglašava se kako Formula 1 nije samo definirana brzinom na stazi, već i strateškim pristupima marketinškim kampanjama koji su doprinijeli njezinoj globalnoj dominaciji. Marketinške strategije, od samih početaka definiranja marketinških pojmova do... More današnjih suvremenih praksi, imale su ključnu ulogu u oblikovanju percepcije o Formuli 1. Dodatno, važan faktor u globalizaciji tog sporta predstavlja novo vlasništvo Formule 1, pod kompanijom Liberty Media. Pod novim vlasništvom navijači su dobili priliku dobiti uvid u događaje iza kulisa putem dokumentarne serije "Drive to Survive", koja je postala ključna za širenje strasti prema Formuli 1 diljem svijeta. Sponzorstva kao ključni akteri na trkaćoj stazi otkrivaju kako su brendovi pronašli svoje mjesto i prilagodili se promjenama trendova, uključujući i prelazak na alternativne forme oglašavanja zbog zabrane reklamiranja duhanskih proizvoda. Dok bitka s ekonomskim krivuljama otkriva kako troškovi i prihodi oblikuju pejzaž Formule 1 te kakav utjecaj imaju na održivost sporta. I dok se gleda u budućnost, postavlja se pitanje održivosti, kako pronaći ravnotežu između tehnologije, ekologije i ekonomije. Analizom timova i vozača otkriva se ključna tajna uspjeha Formule 1 – spoj talenta, tehnologije i neprekidnog napora koji pretvara san u stvarnost. Less
Abstract (english)
In the world of speed, innovation, and adrenaline, Formula 1 serves as a realm where dreams come true, and where talent and technology write history. This paper explores the evolution of Formula 1 through the dynamics of marketing strategies and branding. Through a historical analysis, it emphasizes that Formula 1 is not only defined by speed on the track, but also by strategic approaches to marketing campaigns that have contributed to its global dominance. Marketing strategies, from the... More inception of marketing concepts to contemporary practices, have played a pivotal role in shaping perceptions of Formula 1. Additionally, a significant factor in the globalization of this sport is the new ownership of Formula 1 under the company Liberty Media. Under this new ownership, fans have had the opportunity to gain insight into behind-thescenes events through the documentary series "Drive to Survive," which has become pivotal in fostering passion for Formula 1 worldwide. Sponsorship, as key players on the racing circuit, reveal how brands have found their place and adapted to changing trends, including transitioning to alternative forms of advertising due to the ban on tobacco product advertising. Meanwhile, the battle with economic curves unveils how costs and revenues shape the landscape of Formula 1 and their impact on the sustainability of the sport. Looking towards the future, the question of sustainability arises, pondering how to find a balance between technology, ecology, and economy. Through the analysis of teams and drivers, the key secret to the success of Formula 1 is revealed - a fusion of talent, technology, and relentless effort that turns dreams into reality. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:905019
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-30 08:46:09
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.