Stipić, Anđela (2020) Oblikovanje brenda i promocija na društvenim mrežama. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Rončević, Ante].
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Abstract
Temom „Oblikovanje brenda i promocija na društvenim mrežama“ u radu su se ispitali i analizirali osnovni pojmovi o brendu, brendingu, stvaranju identiteta, priči o proizvodu/usluzi, oblikovanju vizualnih elemenata, ispitivanju vrste i načina komunikacije i sl. Kao jedan od oblika komunikacije i promocije brenda istražio se pojam društvenih mreža - razvoj, uloga u društvu, raznolikost, način korištenja i upravljanja. Nadalje, istražio se utjecaj raznovrsnih društvenih mreža na: oblikovanje percepcije i širenje svijesti o brendu, stvaranje prepoznatljivosti te postizanje uspješnosti na tržištu. Definirali su se načini promocije - oblikovanje promotivnih kampanja, mjerenje i analitika; stvaranje sadržaja i privlačenja publike u cilju prenošenja glavnih značajki i karakteristika brenda. U praktičnom su se dijelu pobliže istražili i pomoću ankete ispitali stavovi potrošaća i utjecaj društvenih mreža na proces odluke o kupnji. Cilj ovog rada je ispitati odnos koji brend uspostavlja sa sadašnjim ili budućim kupcima, posredstvom društvenih mreža, te način na koji potrošaći koji su ujedno i korisnici društvenih mreža, percipiraju isporučeni sadržaj i koje radnje poduzimaju prije donošenja odluke o kupnji. Kroz provođenje promotivnih aktivnosti, žele se utvrditi razlike u mogučnostima dopiranja do ciljane skupine i njihovog angažmana.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Rončević, Ante |
| Thesis Committee: | Mikota, Miroslav and Rončević, Ante and Mrvac, Nikola |
| Defence date: | 17 July 2020 |
| Abstract in english: | The topic "Branding and promotion on social networks" examined and analyzed the basic concepts of brand, branding, identity creation, brand story, design of visual elements, the examination of the type and manner of communication, etc. As one of the forms of communication and brand promotion, the concept of social networks is being researched - development, the role in society, diversity, amusement, and managing. Furthermore, the influence of various social networks on shaping the perception and spreading brand awareness, creating recognition, and achieving success in the market was researched. Ways of promotions were defined - the creation of promotional campaings, measurement, and analytics; creating content and attracting audiences to convey the main features and characteristics of the brand. In the practical part, the attitudes of consumers and the influence of social networks on the purchase decision process were thouroughly researched and examined with the help of a survey. Thie aim of this paper is to examine the way brandII establishes it’s relation with the current or future users through social media. It also examines the way the consumers, who are also social media users, perceive the delivered content and actions they take before making a purchase decision. Through the implementation of promotional activities, the aim is to identify differences in the possibilities of reaching the target group and their engagement. |
| Uncontrolled Keywords: | brend, identitet, komunikacija, društvene mreže, promocija |
| Keywords in english: | brand, identity, communication, social media, promotion |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 61 |
| Callnumber: | RON 2020 STI |
| Inventory number: | DB882 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 10 Dec 2020 11:28 |
| Last Modified: | 10 Dec 2020 11:28 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3267 |
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