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master's thesis
Strateška komunikacija luksuznih brendova na društvenim medijima
Zagreb: University of Zagreb, The Faculty of Political Science, 2022. urn:nbn:hr:114:669411
Domančić, Lana
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Domančić, L. (2022). Strateška komunikacija luksuznih brendova na društvenim medijima (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:669411

Domančić, Lana. "Strateška komunikacija luksuznih brendova na društvenim medijima." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:669411

Domančić, Lana. "Strateška komunikacija luksuznih brendova na društvenim medijima." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:669411

Domančić, L. (2022). 'Strateška komunikacija luksuznih brendova na društvenim medijima', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 04 July 2024, https://urn.nsk.hr/urn:nbn:hr:114:669411

Domančić L. Strateška komunikacija luksuznih brendova na društvenim medijima [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2022 [cited 2024 July 04] Available at: https://urn.nsk.hr/urn:nbn:hr:114:669411

L. Domančić, "Strateška komunikacija luksuznih brendova na društvenim medijima", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:114:669411

Metadata
TitleStrateška komunikacija luksuznih brendova na društvenim medijima
Title (english)Strategic Communication of Luxury Brands on Social Media
AuthorLana Domančić
MentorDomagoj Bebić (mentor)
Committee memberDomagoj Bebić (predsjednik povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
Committee memberBožo Skoko (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2022-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Political Science
Abstract
Diplomski rad „Strateška komunikacija luksuznih brendova na društvenim medijima“ objašnjava kako se luksuzni brendovi Chanel i Gucci predstavljaju na Instagramu. Društvene mreže su prerasle samo funkciju interakcije među korisnicima i dijeljenje sadržaja, postaju jedan od glavnih alata promocije brendova. Luksuzni brendovi poput Chanela i Guccija moraju koristiti inkluzivan alat kako bi komunicirali ekskluzivnost. Strateškim komuniciranjem luksuzni brendovi moraju održati svoj imidž i istodobno privući nove potencijalne kupce. Za održavanje statusa luksuznog brenda, a istodobno potencijala privlačenja nove publike moraju oprezno objavljivati. S obzirom na njihovu dugu prisutnost, moraju i konstantno mijenjati imidž kako bi nastavili konkurirati u modnoj industriji i zadržali svoj položaj. Moraju i izbjeći rizik prelaska u dostupniji brend u suočavanju s konkurencijom koja je jeftinija i koristi se istim alatima komuniciranja i oglašavanja. U radu su objašnjeni koncepti luksuza i ekskluzivnosti i način na koji ih brendovi komuniciraju. Navedeni su povijesni razvoji brendova i imidž koji predstavlja njihov jedinstven identitet. Analizirane su njihove najpoznatije kampanje u posljednjoj eri prije društvenih mreža i uspoređene sa sadašnjom komunikacijom. Uz to su istraženi načini na koji komuniciraju svoju ekskluzivnost i kako zadržavaju status luksuznog brenda.
Abstract (english)
The thesis “Strategic communication of luxury brands on social media” details how luxury brands such as Chanel and Gucci present themselves on Instagram. Social media has evolved beyond the function of simply facilitating the interaction among users and sharing content, it has become one of the main tools of brand promotion. Luxury brands like Chanel and Gucci must use an inclusive tool to communicate exclusivity. With strategic communication brands need to uphold their image and at the same time attract new potential customers. To keep the status of a luxury brand but also grow their audience, they have to post carefully. Considering their long existence, they must change up their image to continue being able to compete in the fashion industry and hold their place. They must also avoid the risk of transforming into a more mass production and generic brand facing the competition that is cheaper and uses the same tool for communication and advertising. This thesis explains the concept of luxury and exclusivity and the way brands communicate them. The development history and image of brands are written to explain their unique identity. Their most famous campaigns before the era of social media are analyzed and compared with today’s communication. Also, the way they communicate exclusivity and keep the status of a luxury brand is researched
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:669411
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-01-12 11:29:15