prikaz prve stranice dokumenta Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu
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master's thesis
Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu
Zagreb: University of Zagreb, The Faculty of Political Science, 2021. urn:nbn:hr:114:568253
Radusin, Lana
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Radusin, L. (2021). Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:568253

Radusin, Lana. "Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:568253

Radusin, Lana. "Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:568253

Radusin, L. (2021). 'Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 04 October 2024, https://urn.nsk.hr/urn:nbn:hr:114:568253

Radusin L. Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2021 [cited 2024 October 04] Available at: https://urn.nsk.hr/urn:nbn:hr:114:568253

L. Radusin, "Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:114:568253

Metadata
TitleAnaliza slučajeva rebrendiranja tvrtki na hrvatskom tržištu
Title (english)An Analysis of the Cases of Company Rebranding on the Croatian Market
AuthorLana Radusin
MentorBožo Skoko (mentor)
MentorDejan Gluvačević (komentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberDejan Gluvačević (član povjerenstva)
Committee memberBoris Beck (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Diplomski rad Analiza slučajeva rebrendiranja tvrtki na hrvatskom tržištu osmišljen je s ciljem da istraži koncept korporativnog rebrendiranja, ponudi sveobuhvatan pregled tog procesa te generira uvide potencijalno primjenjive u drugim marketinškim kontekstima. Istraživačko pitanje Kako proces rebrendiranja na hrvatskom tržištu utječe na imidž i poslovne rezultate brenda? postavljeno je s ciljem boljeg razumijevanja koncepta rebrendiranja i njegovih učinaka. Prvi dio rada obuhvatio je teoriju brenda, brendiranja, identiteta i imidža kako bi se stvorila osnova za istraživanje. U drugom, istraživačkom dijelu rada korištena je metoda studije slučaja da bi se provjerila teza koja pretpostavlja da brendovi na hrvatskom tržištu mogu, provođenjem procesa rebrendiranja na različitim razinama, pozitivno utjecati na vlastiti imidž i/ili poslovne rezultate. Rezultati istraživanja pokazali su potvrdu postavljene hipoteze te ponudili kvalitativan u čimbenike i učinke procesa rebrendiranja te način na koji on utječe na poslovanje tvrtki na hrvatskom tržištu.
Abstract (english)
The thesis An Analysis of the Cases of Company Rebranding on the Croatian Market was created to explore the concept of corporate rebranding, offer a comprehensive overview of the process and generate insights potentially applicable in other marketing contexts. The research question How does the rebranding process on the Croatian market affect the image and business results of the brand? was created with the aim of better understanding the concept of rebranding and its effects. The first part of the paper includes the theory of brand, branding, identity and image in order to create a basis for research. In the second, practical part of the paper, a case study method was used to test the thesis that assumes that brands in the Croatian market can, by conducting the rebranding process at different levels, positively affect their own image and/or business results. The results of the conducted research confirmed the set hypothesis and offered a qualitative insight into the effects of rebranding and the way in which it affects the companies on the Croatian market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:568253
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2022-02-07 13:01:21