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graduate thesis
Eementi identiteta marke
Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Požega, 2024. urn:nbn:hr:277:134389
Resler, Ines
Josip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega

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Cite this document

Resler, I. (2024). Eementi identiteta marke (Graduate thesis). Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:277:134389

Resler, Ines. "Eementi identiteta marke." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2024. https://urn.nsk.hr/urn:nbn:hr:277:134389

Resler, Ines. "Eementi identiteta marke." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2024. https://urn.nsk.hr/urn:nbn:hr:277:134389

Resler, I. (2024). 'Eementi identiteta marke', Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:277:134389

Resler I. Eementi identiteta marke [Graduate thesis]. Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega; 2024 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:277:134389

I. Resler, "Eementi identiteta marke", Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, Požega, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:277:134389

Metadata
TitleEementi identiteta marke
Title (english)Brand Identity Elements
AuthorInes Resler
MentorBerislav Andrlić (mentor)
Committee memberMarko Šostar (predsjednik povjerenstva)
Committee memberBerislav Andrlić (član povjerenstva)
Committee memberMario Hak (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Požega
Defense date and country2024-01-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Svrha istraživanja je analizirati na koji način elementi identiteta marke poput naziva, znaka (logotipa, simbola), likova, slogana i pakiranja doprinose stvaranju prepoznatljivog i autentičnog identiteta marke. U uvodu se navodi pojam i definicija marke, analiziraju elementi identiteta marke s primjerima dobre prakse, te se opisuje važnost identiteta marke u suvremenom poslovnom i marketinškom okruženju. Proučavani su različiti aspekti, uključujući vizualne elemente, te jezične komponente koje se koriste u komunikaciji. Raspravlja se o konceptu osobnosti marke i kako ona utječe na percepciju potrošača. U drugom dijelu rada fokus se stavlja na stvaranje nove marke turističke destinacije. Praktičnim primjerom brendiranja kulturne baštine grada Našica pruža se uvid u to kako posjetitelji percipiraju različite elemente identiteta marke i koji od tih elemenata najviše pridonose njihovoj percepciji i lojalnosti.
Abstract (english)
The intention of the research is to analyse how brand identity elements such as name, sign (logo, symbol), characters, slogans and packaging contribute to the creation of a recognizable and authentic brand identity. In the introduction is specified the term and definition of brand, analysed the elements of brand identity including good practice examples and described the importance of brand identity in the modern business and marketing environment. Various aspects were studied in this work, including visual elements and language components used in communication. Also, It is discussed about the concept of brand personality and how it affects consumer perception. The focus, in the second part of this work, is on creating a new brand of tourist destination. A practical example of the branding of the cultural heritage of the City of Našice provides an insight into how visitors perceive different elements of the brand's identity and which of these elements contribute the most to their perception and loyalty.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:277:134389
Study programmeTitle: Specialist Graduate Professional Study - Commerce
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-01-29 13:30:06