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master's thesis
Kreativno brendiranje i financiranje muzeja
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. urn:nbn:hr:251:526761
Slukan, Ivana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Slukan, I. (2019). Kreativno brendiranje i financiranje muzeja (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:251:526761

Slukan, Ivana. "Kreativno brendiranje i financiranje muzeja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:526761

Slukan, Ivana. "Kreativno brendiranje i financiranje muzeja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:526761

Slukan, I. (2019). 'Kreativno brendiranje i financiranje muzeja', 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:251:526761

Slukan I. Kreativno brendiranje i financiranje muzeja [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2019 [cited 2025 March 02] Available at: https://urn.nsk.hr/urn:nbn:hr:251:526761

I. Slukan, "Kreativno brendiranje i financiranje muzeja", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:251:526761

Metadata
TitleKreativno brendiranje i financiranje muzeja
Title (english)Creative Branding and Financing Museums
AuthorIvana Slukan
MentorIvana Bestvina Bukvić (mentor)
MentorIgor Mavrin (mentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberMarija Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2019-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Brendiranje je na hrvatskoj kulturnoj sceni još uvijek u povojima. Stoga, su čelni ljudi, poput ravnatelja, tj. menadžera, u kulturnim ustanovama, nositelji promjena glede prepoznavanja važnosti brendiranja i implementiranja u postojeće marketinške strategije, s ciljem privlačenja nove publike. Ne smije se zanemariti da dobar proizvod, ma koliko on bio izvrstan, mora imati i (dobru) promidžbu, jer se upravo brendiranjem proizvod usađuje u svijest svojih krajnjih potrošača, u suprotnom, biva... More nedovoljno prepoznat ili trajno zaboravljen. U radu će biti prikazano kako jačati imidž kulturne ustanove, odnosno, muzeja, uz pomoć kreativnog brendiranja te kako jedna takva institucija može postati samoodrživa koristeći različite modele financiranja, koji će crpiti svoju snagu iz već spomenute kreativnosti, a muzeje učiniti mjestom interakcije, širenja znanja, susreta, mjesta kojeg pamtimo po vrijednostima koje ga stavljaju na mjesto prioriteta. Less
Abstract (english)
Croatian cultural scene is only beginning to apply branding. Therefore, cultural institutions principals, i.e. managers are in charge of conducting the changes in the area of recognition of the branding importance and its implementation in the existing marketing strategies, all with the goal of attracting new audience. No matter how great the product is, it has to have (good) advertising because with branding, the product is being implanted in the mind of it's consumers, otherwise it will... More be sufficiently recognized or gets permanently forgotten.In the pages that follow, it will be shown how to make cultural institution's, i.e. museum reputation stronger by using creative branding, how can that institution become self-sustaining by using different models of financing which will draw it's strenght from creativity and make museums place of interaction, knowledge spreading, meetings, known for its valuables that puts it at priority list. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:526761
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-02-25 17:50:19
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