Emocionalni branding

Košir, Mirna (2013) Emocionalni branding. Baccalaureus work - Undergraduate programme. Grafički fakutet. [Mentor: Mandić, Lidija].

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Abstract

Branding je stvaranje poslovne prepoznatljivosti pojedinog proizvoda ili usluge, pri čemu se stvara pozitivna slika o proizvodu da bi se postigao što bolji tržišni status. Prvenstveno je osmišljen kako bi se formirale skupine ljudi istog ukusa te kako bi se prema zajedničkim karakteristikama oblikovalo oglašavanje. Više se ne koristi dvodimenzionalni pristup oglašavanja, ved se uz standardno oglašavanje-slikom i zvukom, nastoji stvorit „ svijet branda“ između kupca i proizvoda uz holistčki pristup. Potrebno je stimulirati i oduševiti kupca kako bi se povezao s određenim proizvodom, a da bi se stvorila cjelina branda potrebno je sagledati sastavnice kao što su: slika, boja, oblik, ime, jezik, zaštitni znak (ikona ili logotip), zvuk, navigacija, ponašanje, podrška, tradicija i ritual. Bit emocionalnog brandinga je privudi kupce proizvodima koji utječu na njihovo zadovoljstvo. Emocionalni branding često nadmašuje racionalni, jer ljudi najčešde djeluju prema emocijama. Zato je emotivna veza s brandom ključna za uspješnost branda. Značajno je biti prvi u kategoriji kod inovacija proizvoda, jer se time može odrediti željena kvaliteta i postaviti standard. Prva je marka zbog toga uvijek najizraženija, najpoznatija, a svi koji je slijede smatraju se plagijatima ili manje kvalitetnima. Osim toga, na povedanje prodaje proizvoda bitno može utjecati redizajn ambalaže.

Item Type:	Baccalaureus work - Undergraduate programme
Mentor name:	Mandić, Lidija
Defence date:	17 September 2013
Abstract in english:	Branding is the creation of business recognition of a product or service, while creating a positive image of the product in order to achieve a better market status. It is primarily designed to be formed by a group of people of the same taste as well as to the common characteristics shaped advertising. Today is no longer in use a two-dimensional approach to advertising, but the advertising standard like image and sound, trying to create a "virtual brand" between the customer and the product by the holistic approach. It is necessary to stimulate and excite the customer to connect to a specific product, but to create a whole brand is necessary to consider elements such as images, color, shape, style, language, trademark (icon or logo), audio, conduct, support, tradition and ritual. Emotional branding is often better than rational, because people act according to emotions. It is important to be the first in the category with product innovation, as it may determine and set the desired quality standard. The first brand we always most prominent, the most famous, and all who follow are considered plagiarism or less quality. In addition, the increase in sales of the product can significantly affect packaging redesign.
Uncontrolled Keywords:	Branding, Emocije, Oglašavanje, Logotip, Redizajn
Keywords in english:	Branding, Emotions, Advertising, Logotype, Redesign
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakutet
City:	Zagreb
Number of Pages:	42
Callnumber:	man 2013 koš
Inventory number:	Z450
Depositing User:	Dora Budić
Status:	Unpublished
Date Deposited:	22 Apr 2014 13:24
Last Modified:	22 Apr 2014 13:24
URI:	http://eprints.grf.unizg.hr/id/eprint/1738

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