prikaz prve stranice dokumenta Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću
  Download
PDF 1.05 MB
master's thesis
Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću
Zagreb: University of Zagreb, The Faculty of Political Science, 2018. urn:nbn:hr:114:878182
Bašić, Ivana
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Bašić, I. (2018). Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:878182

Bašić, Ivana. "Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:878182

Bašić, Ivana. "Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:878182

Bašić, I. (2018). 'Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:878182

Bašić I. Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2018 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:114:878182

I. Bašić, "Mogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:114:878182

Metadata
TitleMogućnosti brendiranja hrvatske košarke iz perspektive stručnjaka za odnose s javnošću
Title (english)The Possibilities of Branding Croatian Basketball from the Perspective of Public Relation Professionals
AuthorIvana Bašić
MentorHrvoje Jakopović (mentor)
Committee memberHrvoje Jakopović (predsjednik povjerenstva)
Committee memberIgor Kanižaj (član povjerenstva)
Committee memberMilica Vučković (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2018-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Tema ovog diplomskog rada bila je proučiti trenutni brend hrvatske košarke i istražiti mogućnosti brendiranja istog, kako bi postala prepoznatljiva u svijetu. Za potrebe rada korištene su dvije metode istraživanja – anketa i intervju pri čemu su intervjuirani domaći PR stručnjaci trenutno zaposleni u vodećim hrvatskim košarkaškim klubovima. Zanimljivo je vidjeti kakav je obrazac ponašanja trenutnog brenda hrvatske košarke te što je dovelo do stagnacije u popularnosti, prepoznatljivosti istoga. Nadalje, bilo važno je ponuditi moguća rješenja i mogućnosti brendiranja hrvatske košarke. Ovim radom zaključeno je da unatoč tome što je trenutni brend hrvatske košarke u svijetu neprepoznatljiv, postoji prostor za razvijanje brenda prvenstveno ako ga se odradi sistematski, planirano i koordinirano sa svim uključenim akterima. Prvotno se treba započeti s brendiranjem klubova da bi onda brendirali cijeli sport i tako postali lakše prepoznatljivi i odgovorili na potražnju na tržištu. Hrvatska košarka nije toliko loša koliko njen brend neadekvatno odgovara na stanje na tržištu i željama njenih gledatelja.
Abstract (english)
The topic of the MA paper dealt with the exploration of the current brand of Croatian basketball as well as with investigating the possibilities of furthering its branding in order to achieve worldwide recognition. The research was conducted via two methods – poll surveying and interviewing a number of Croatian PR experts employed in leading Croatian basketball clubs. The methods unveiled the patterns of behaviour in contemporary Croatian basketball, but also what led to the stagnation in its popularity and its recognisability. Furthermore, one of the goals of the paper was to provide plausible solutions and possibilities of branding Croatian basketball. In the research, the following was concluded: even though the current Croatian basketball brand has no worldwide recognisability, a possibility exists to have the brand developed if it is done systematically, coordinated, by plan and inclusive of all those involved. Primarily, branding of the clubs needed to be initiated so as to enable the branding of the sport and therefore, obtain not only recognition but also answer to the demand of the market. The paper found the fault of failing recognisability to lie, not with the sport and players themselves, but with the inadequacies of the brand’s current solutions to the state of the market and the desires of the sports’ viewers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:878182
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 on2018-11-20 11:45:50