Rebranding hrvatskih banaka

Đurek, Ana (2008) Rebranding hrvatskih banaka. Diploma work - Pre-Bologna programme. Grafički fakultet. [Mentor: Brozović, Maja].

PDF D646_Đurek_Ana.pdf Restricted to Registered users only Download (1MB)

Abstract

Pozicioniranje proizvoda ili tvrtke na tržištu postiže se vizualnim identitetom. Prilagođavanje tržišnim promjenama, tehnološkim novitetima i ostalim faktorima koji na njega utječu, ne samo vizualni identitet (već i kompletno ponašanje kompanije prema potrošačima, izgled poslovnica, povećanje usluga i promjena svih ostalih segmenata) zahtijeva povremeni redizajn. Njime se želi poboljšati postojeće stanje tvrtke na tržištu, uz zadržavanje osnovnih karakteristika koje utječu na prepoznatljivost i kredibilitet tvrtke među korisnicima. Posljednjih godina došlo je do rebrandinga većine hrvatskih banaka koje su prešle u vlasništvo stranih kompanija. Pri tome je došlo kod nekih redizajna do manjeg ili većeg gubitka prepoznatljivih vizualnih obilježja koja su bila prisutna u prijašnjim oblicima. Ovim radom se želi istražiti u kojoj mjeri su redizajnirani vizualni identiteti ostali prepoznatljivi po izvornim karakteristikama. Cilj istraživanja bio je utvrditi koliko je bitno da se hrvatske tvrtke koje prelaze u vlasništvo strane korporacije potrude zadržati što je više moguće prepoznatljivih karakteristika, kao što je boja i ime tvrtke.

Item Type:	Diploma work - Pre-Bologna programme
Mentor name:	Brozović, Maja
Defence date:	November 2008
Abstract in english:	Positioning the product or company on the market is achieved with visual identity. Adjustment to market changes, technological novelties and other factors that affect on it, not only visual identity (but also complete company behavior towards costumers, business office appearance, addition of services and changing all other segments) requires periodic redesign. With it, it is wanted to improve companies existing market status, with holding on to basic characteristics that affect on its recognizability and credibility among the consumers. Over the past few years it came to rebranding most of Croatian banks that passed in ownership of foreign companies. With that, on some redesigns it came to bigger or smaller loss of recognizable visual characteristics that were present in previous forms. This paper investigates how many redesigned visual identity stayed recognizable according to primary characteristics. The purpose of this study had been to establish how much it is relevant for Croatian companies, which are going in ownership of foreign companies, to pain to apprehend as much as possible of recognizable characteristics, such as color and company name.
Uncontrolled Keywords:	brand, rebranding, vizualni identitet, repozicioniranje, banka
Keywords in english:	brand, rebranding, visual identity, repositioning, bank
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	44
Callnumber:	bro 2008 đur
Inventory number:	D646
Status:	Unpublished
Date Deposited:	15 Nov 2013 21:33
Last Modified:	21 May 2014 10:29
URI:	http://eprints.grf.unizg.hr/id/eprint/588

Actions (login required)

View Item