Grad kao brand

Stošić, Ana (2012) Grad kao brand. Diploma work - Pre-Bologna programme. Grafički fakultet. [Mentor: Brozović, Maja].

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Abstract

Cilj rada je izrada vizualnog identiteta grada Šibenika koji bi se mogao uspješno koristiti u sklopu strategije brandiranja istog. Prvi dio rada u osnovnim crtama donosi teoretsku podlogu koja opisuje relativno nove ( s akademskog gledišta ) pojmove branda, brandiranja i marketinga grada. U drugom poglavlju dato je objašnjenje pojma branda (marke) s više aspekata, kao i drugih pojmova vezanih uz isti; također je prikazan pojednostavljeni tok strateškog procesa stvaranja i upravljanja brandom. Nakon toga, pobliže je pojašnjen proces brandiranja gradova, njegove sličnosti i razlike u odnosu na brandiranje proizvoda i korporacija, dat je kratak povijesni pregled faza razvoja ovog tipa marketinga, te su ukratko opisane osnovne značajke koje služe kao ulazni podaci u procesu izrade vizualnog identiteta. U četvrtom poglavlju diskutiraju se primjeri već izvedenih identiteta drugih gradova, te se prelazi na opis nastanka rješenja projektnog zadatka. Uz osnovne informacije o samom gradu, njegovim stremljenjima, trenutnom imageu i preferabilnom identitetu, prikazana su četiri predložena rješenja vizualnog identiteta, uz razradu onog koje je procijenjeno kao najkvalitetnije.

Item Type:	Diploma work - Pre-Bologna programme
Mentor name:	Brozović, Maja
Defence date:	19 July 2012
Abstract in english:	The aim of this work is creating visual identity of the city of Šibenik, which could be successfully applied as a part of its brand strategy implementation. Chapter one gives simplified theoretical frame which describes relatively new (academically speaking) concepts such as brand, branding and city marketing. Second chapter describes various aspects from which "brand" and related concepts could be considered, and presents simplified strategy of creating and managing brand. Third part focuses on city branding, its resemblances and differences in regard to product and corporate branding; this part also deals with historical review of phases of evolution considering this kind of marketing, and the basic characteristics which can be used as inputs for visual identity design process. Chapter four brings critical review of some more or less successful visual identities that are already implemented, which is a prelude to a practical part, i.e. design of Šibenik brand identity itself. Chapter five gives some basic information about city, its pursuits, current image and preferred identity; it also presents four basic concepts of visual identity, which is followed by elaboration of one that is rated as the most convenient.
Uncontrolled Keywords:	brand, upravljanje brandom, marketing grada, brandiranje grada, vizualni identitet
Keywords in english:	brand, brand management, city marketing, city branding, visual identity
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	100
Callnumber:	bro 2012 sto
Inventory number:	D989
Status:	Unpublished
Date Deposited:	15 Nov 2013 21:46
Last Modified:	23 Apr 2014 13:23
URI:	http://eprints.grf.unizg.hr/id/eprint/1338

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