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master's thesis
Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi
Zagreb: University of Zagreb, The Faculty of Political Science, 2022. urn:nbn:hr:114:592336
Gubić, Dorotea
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

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Gubić, D. (2022). Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:592336

Gubić, Dorotea. "Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:592336

Gubić, Dorotea. "Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:592336

Gubić, D. (2022). 'Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:592336

Gubić D. Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2022 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:114:592336

D. Gubić, "Upravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:114:592336

Metadata
TitleUpravljanje proizvodnim brendovima: korporativni vs. personalizirani brendovi
Title (english)Brand Management: Corporate vs. Personalized Brands
AuthorDorotea Gubić
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberDejan Gluvačević (član povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2022-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Political Science
Abstract
U ovom radu istražuju se način brendiranja korporativnih kompanija u odnosu na personalizirane kompanije. Za potrebe istraživanja napravljen je teorijski okvir u kojem su definirane ključne teme poput brendiranja, društvenih mreža i influencera. Istraživanje se temelji na dva korporativna brenda – Schwarzkopf i Maybelline i dva personalizirana brenda – Gisou i Huda Beauty. Cilj je ustanoviti koliko su uspješne kompanije koje se tradicionalno smatraju tržišnim gigantima u suprotnosti s brendovima koji su novi na tržištu i koji su osnovani od strane influencera. Uz pomoć analize jedne od najpopularnijih društvenih mreža današnjice, Instagrama, napravljena je analiza komunikacije uz pomoć koje je u cilju bilo doznati uspješnost komunikacije prijašnje navedenih kompanija.
Abstract (english)
This paper investigates the way of branding corporate companies in relation to personalized companies. For the purposes of the research, a theoretical framework was created in which key topics, such as branding, social networks and influence were defined. The research is based on two corporate brands - Schwarzkopf and Maybelline and two personalized brands - Gisou and Huda Beauty. The aim is to establish how successful companies, that are traditionally considered market giants, are in contrast to brands that are new to the market and that have been established by influencers. An analasys was done on one of the most popular social networks today, Instagram, were it was trying to be determained the succes of communication of the previously mentioned companies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:592336
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 on2023-01-16 13:17:17