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master's thesis
Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina
Zagreb: University of Zagreb, The Faculty of Political Science, 2019. urn:nbn:hr:114:017203
Remenar, Denis
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Remenar, D. (2019). Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:017203

Remenar, Denis. "Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:017203

Remenar, Denis. "Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:017203

Remenar, D. (2019). 'Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 17 May 2024, https://urn.nsk.hr/urn:nbn:hr:114:017203

Remenar D. Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2019 [cited 2024 May 17] Available at: https://urn.nsk.hr/urn:nbn:hr:114:017203

D. Remenar, "Strategija širenja brendova na primjeru Disneya, Facebooka i Virgina", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:114:017203

Metadata
TitleStrategija širenja brendova na primjeru Disneya, Facebooka i Virgina
Title (english)Brands Expansion Strategies in the Case of Disney, Facebook and Virgin
AuthorDenis Remenar
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberBoris Beck (član povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2019-07-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Na današnjem tržištu prisutno je sve više brendova čija moć proizlazi iz neopipljivih vrijednosti te bogatog asortimana proizvoda, portfolija i arhitektura brenda. Ovaj rad bavi se traženjem odgovora na pitanja koje su to strategije širenja brendova najviše korištene pri zauzimanju bitne pozicije na tržištu, kako neopipljive vrijednosti kroz emotivnu komponentu i upotrebu čula dovode do veće prepoznatljivost takvih brendova te koje su shodno tome posljedice za tržište i potrošače. Kao primjeri pri pronalasku odgovora, u radu su korišteni brendovi Disney, Facebook i Virgin. Pomoću njih utvrđene su najkorištenije strategije širenja brendova, a metodom fokus grupe potvrđena je bitnost emocija i čula te diferencijacije kao sredstava pri održavanju brenda u fazi rasta, a bitnom se u konačnici pokazala i zemlja podrijetla brenda kao alata pri lakšem i bržem širenju na strana tržišta. Konačno, svrha rada bila je ponuditi odgovore na tražena pitanja kako bi se mogla konstruirati budućnost brendova koji su postali sve bitniji dijelovi društva. Oni su živući organizmi koji se prilagođavaju svim promjenama, a kao takve valja ih dodatno proučavati.
Abstract (english)
In today's market there is more and more brands whose power comes from the intangible values and a rich product range, portfolio and brand architecture. This paper deals with searching for answers to the issues which brand extension strategies are most used to occupy a key position on market, since intangible values through emotional component and use of senses lead to greater recognition of such brands and possible consequences for the market and consumers. As an examples in search for answers, Disney, Facebook and Virgin brands were used in this paper. With their help, the most widely used brand expansion strategies were established, and with focus group as method, were confirmed the importance of emotion and senses and differentiation as resources to maintain brand in growing fase phase, and ultimately proved the country of origin as a tool for easier and faster expansion on foreign markets. Finally, the purpose of this paper was to provide answers for asked questions in order to construct brands future that have become increasingly important parts of society. They are living organisms that adapt to all changes, and as such need to be further studied.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:017203
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 Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2019-11-21 10:35:03