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undergraduate thesis
Strategije brendiranja vojnog poziva
Zagreb: University of Zagreb, 2022. urn:nbn:hr:249:975101
Španić, Stefan
University of Zagreb
Croatian Defence Academy "Dr. Franjo Tuđman"

Institutional repository: Repository of Croatian Defence Academy "Dr. Franjo Tuđman"

Cite this document

Španić, S. (2022). Strategije brendiranja vojnog poziva (Undergraduate thesis). Zagreb: University of Zagreb. Retrieved from https://urn.nsk.hr/urn:nbn:hr:249:975101

Španić, Stefan. "Strategije brendiranja vojnog poziva." Undergraduate thesis, University of Zagreb, 2022. https://urn.nsk.hr/urn:nbn:hr:249:975101

Španić, Stefan. "Strategije brendiranja vojnog poziva." Undergraduate thesis, University of Zagreb, 2022. https://urn.nsk.hr/urn:nbn:hr:249:975101

Španić, S. (2022). 'Strategije brendiranja vojnog poziva', Undergraduate thesis, University of Zagreb, accessed 23 March 2025, https://urn.nsk.hr/urn:nbn:hr:249:975101

Španić S. Strategije brendiranja vojnog poziva [Undergraduate thesis]. Zagreb: University of Zagreb; 2022 [cited 2025 March 23] Available at: https://urn.nsk.hr/urn:nbn:hr:249:975101

S. Španić, "Strategije brendiranja vojnog poziva", Undergraduate thesis, University of Zagreb, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:249:975101

Metadata
TitleStrategije brendiranja vojnog poziva
Title (english)Military Branding Strategies
AuthorStefan Španić
MentorBožo Skoko (mentor)
MentorMarina Svrze (komentor)
Committee memberLidija Kos-Stanišić (predsjednik povjerenstva)
Committee memberBožo Skoko (član povjerenstva)
Committee memberMarina Svrze (član povjerenstva)
GranterUniversity of Zagreb
(Croatian Defence Academy "Dr. Franjo Tuđman")
Zagreb
Defense date and country2022-07-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
U prvome dijelu rada objasnit ćemo značenje pojmova brend i brendiranje te analizirati značaj kvalitetnog vizualnog dojma u komunikaciji i prezentaciji. U nastavku će se sagledati trenutna situacija u Sjedinjenim Američkim Državama glede pristupanja mladih u vojsku te će biti prikazana analizira strategija i marketinških tehnika kojima se SAD služi prilikom brendiranja vojnog poziva. Nakon što se prouče prednosti američkog modela, fokus rada prebacit će se na Oružane snage Republike... More Hrvatske. Razradit će se termini poput identiteta i imidža OSRH odnosno vizualnog identiteta OSRH. Sagledat će se mišljenja mladih o vojsci i njihova zainteresiranost za služenje. U radu ćemo se osvrnuti na dosadašnje metode brendiranja, promidžbe i načine pozicioniranja u odnosu na ciljanu publiku i analizirati što se od korisnih američkih strategija može prilagoditi hrvatskom sustavu. Svrha ovoga rada je doprinos cjelokupnom razvoju brenda, kako evaluacijom trenutnog stanja, tako i kreiranjem konkretnih operativnih strategija koje će Oružane snage Republike Hrvatske moći koristiti prilikom brendiranja vojnog poziva u bližoj budućnosti. Less
Abstract (english)
In the first part of this paper we will explain the meaning of the terms brand and branding, as well as analyze the importance of high quality visual impression in communication and presentation. The current situation in the United States regarding the enlistment of young people in the military will be reviewed below, and an analysis of the strategies and marketing techniques used by the United States in branding a military vocation will be presented. After studying the advantages... More of the American model, the focus of work will shift to the Armed Forces of the Republic of Croatia (OSRH). Terms such as the identity and image of the OSRH or the visual identity of the OSRH will be further explored. The opinions of young people about the army and their interest in serving will be considered. In this paper, we will look at the current methods of branding, promotion and ways of positioning in relation to the target audience and analyze which of the useful American strategies can be adapted to the Croatian system. The purpose of this paper is to contribute to the overall development of the brand, both by evaluating the current situation and by creating specific operational strategies that the Armed Forces of the Republic of Croatia will be able to use when branding a military vocation in the near future. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:249:975101
Study programmeTitle: Military Leadership and Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) vojnog vođenja i upravljanja (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) vojnog vođenja i upravljanja)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2023-01-31 10:02:01
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