prikaz prve stranice dokumenta Pevec - Rebranding
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master's thesis
Pevec - Rebranding
Specijalistički završni rad
Zaprešić: The University of Applied Sciences Baltazar Zaprešić, 2020. urn:nbn:hr:129:623738
Galić, Krešimir
The University of Applied Sciences Baltazar Zaprešić
Chair of Information and Communication Sciences

Institutional repository: Digital Repository of the University of Applied Sciences Baltazar Zaprešić

Cite this document

Galić, K. (2020). Pevec - Rebranding : Specijalistički završni rad (Master's thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:623738

Galić, Krešimir. "Pevec - Rebranding : Specijalistički završni rad." Master's thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:623738

Galić, Krešimir. "Pevec - Rebranding : Specijalistički završni rad." Master's thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:623738

Galić, K. (2020). 'Pevec - Rebranding : Specijalistički završni rad', Master's thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:129:623738

Galić K. Pevec - Rebranding : Specijalistički završni rad [Master's thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2020 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:129:623738

K. Galić, "Pevec - Rebranding : Specijalistički završni rad", Master's thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:129:623738

Metadata
TitlePevec - Rebranding : Specijalistički završni rad
Title (english)Pevec - Rebranding
AuthorKrešimir Galić
MentorStjepan Lacković (mentor)
Committee memberDragutin Funda (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Information and Communication Sciences )
Zaprešić
Defense date and country2020-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Mass Media
Abstract
Rebrendiranje nije samo promjena imena, loga, to je pokušaj stvaranja novih i više nagrađivanih reputacija brenda među postojećim i potencijalnim kupcima. Međutim, promjena stare i uspostavljanje nove percepcije nije lako područje. Štoviše, često rebrendiranje ima neželjenu posljedicu zbunjivanja kupaca. Rebrendiranje je važno ne samo radi dobivanja suvremenog značenja za konkurenciju, već i zbog upravljanja i proširenja životnog ciklusa proizvoda. Tijekom vremenskog razdoblja kupci stvaraju snažne percepcije o atributima proizvoda. Ukoliko te percepcije slijedom određene problematike s proizvodom ili poduzećem nisu pozitivne, poduzeće se treba usmjeriti na rebrendiranje. Slučaj Pevec predstavlja jedan od aktualnijih i poznatijih slučajeva rebrendiranja u Republici Hrvatskoj. Uslijed problematike unutar vodstva, lošeg PR-a vezanog za staro ime Pevec d.d., poduzeće se okreće prema novom imenu Pevex d.d. kako bi izgradilo novi imidž na tržištu te se pozicioniralo unutar konkurencije.
Abstract (english)
Rebranding is not just a change of name, logo, it is an attempt to create new and more award-winning brand reputations among existing and potential customers. However, changing the old perception and establishing a new perception is not an easy area moreover, often rebranding has the unintended consequence of confusing customers. Rebranding is important not only for gaining modern meaning for the competition, but also for managing and extending the product life cycle. Over a period of time, customers create strong perceptions about product attributes. If these perceptions are not positive due to a certain problem with the product or company, the company should focus on rebranding. The Pevec case is one of the most current and well-known cases of rebranding in the Republic of Croatia. Due to issues within the management, poor PR related to the old name Pevec d.d., the company is turning to the new name Pevex d.d. to build a new image in the market and position itself within the competition.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:623738
Study programmeTitle: Communications Management - Specialist Graduate Professional Study
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist / stručna specijalistica komunikacijskog menadžmenta (stručni specijalist / stručna specijalistica komunikacijskog menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-21 13:04:17