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master's thesis
Upravljanje luksuznim brendovima u modnoj industriji
Zagreb: University of Zagreb, The Faculty of Political Science, 2016. urn:nbn:hr:114:528713
Ponoš, Antonia
University of Zagreb
The Faculty of Political Science
Department of Journalism and Media Production

Institutional repository: FPSZG repository

Cite this document

Ponoš, A. (2016). Upravljanje luksuznim brendovima u modnoj industriji (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:528713

Ponoš, Antonia. "Upravljanje luksuznim brendovima u modnoj industriji." Master's thesis, University of Zagreb, The Faculty of Political Science, 2016. https://urn.nsk.hr/urn:nbn:hr:114:528713

Ponoš, Antonia. "Upravljanje luksuznim brendovima u modnoj industriji." Master's thesis, University of Zagreb, The Faculty of Political Science, 2016. https://urn.nsk.hr/urn:nbn:hr:114:528713

Ponoš, A. (2016). 'Upravljanje luksuznim brendovima u modnoj industriji', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 17 May 2024, https://urn.nsk.hr/urn:nbn:hr:114:528713

Ponoš A. Upravljanje luksuznim brendovima u modnoj industriji [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2016 [cited 2024 May 17] Available at: https://urn.nsk.hr/urn:nbn:hr:114:528713

A. Ponoš, "Upravljanje luksuznim brendovima u modnoj industriji", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:114:528713

Metadata
TitleUpravljanje luksuznim brendovima u modnoj industriji
Title (english)The management of luxury brands in the fashion industry
AuthorAntonia Ponoš
MentorBožo Skoko (mentor)
Committee memberIvo Žanić (predsjednik povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
Committee memberBožo Skoko (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Journalism and Media Production)
Zagreb
Defense date and country2016-07-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Luksuzni modni brendovi čine ključan aspekt modne industriji i kao takvi zahtjevaju vrlo ozbiljan i opširan pristup u upravljanju komunikacijom. U istraživanju provedenom na temelju analize sadržaja i semiotičke analize otkriveno je na koji način brendovi svakodnevno komuniciraju sa svojom publikom, ne samo putem odnosa s javnošću nego i marketinga te oglašavanja. Rezultati su pokazali kako su brendovi aktivni i redoviti na svim od analiziranih kanala, međutim pristup im nije nužno isti. Možemo uočiti sličnosti između tradicionalnih i modernih brendova, gdje oni prvi očekivano koriste i takve načine komunikacije, dok su oni drugi prigrlili personaliziraniji pristup. Izuzetno je naglašena estetska komponenta svakoga od njih, a naglasak te često stavlja na online prodaju, promociju proizvoda i osvješćivanja kupaca nego na informiranje.
Abstract (english)
Luxury fashion brands make a key aspect of the fashion industry and as such require a serious and comprehensive approach to brand and communication management. In a study conducted based on content analysis and semiotic analysis was found how brands communicate daily with their audience, not only through public relations, but also marketing and advertising. The results showed that the brands are active and regular in all of the analyzed channels, but the way they are using them is not necessarily the same. There can be seen the similarities between traditional and modern brands, where as expected, traditional ones use such methods of communication, while modern ones have embraced more personalized approach. Luxury brands put the emphasizes on their aesthetic component but also on online sales, product promotions and customers awareness than basic brand information.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:528713
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 on2016-11-24 11:41:56