Analiza komunikacijskih kampanja najpoznatijih hrvatskih robnih marki: pokušaj kreiranja ikoničkih brendova

master's thesis

• Title (english): Communication Campaign Analysis of the Most Famous Croatian Brands: Attempt to Create Iconic Brands
• Author: Ivana Šimunović
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Ikonički brendovi su robne marke koje su postale dio popularne kulture. Oni predstavljaju šire aspekte od samog proizvoda. Uz pomoć njih potrošači kreiraju vlastite identitete, takve robne marke postaju dio njihove svijesti i kulture. Ikonički brendovi su ikone kulture jednako kao i glazbenici, glumci i ostali umjetnici. Njihova tržišna komunikacija i proces kreiranja razlikuje se od ustaljenih tehnika korištenih za stvaranje brenda. Tradicionalni modeli brendiranja kao što su „mind-share“ model, emocionalno brendiranje te, danas često korišteno, viralno brendiranje mogu stvoriti uspješan brend, međutim on neće postati ikona. Kod takvih modela
naglasak je na očitoj koristi proizvoda, emocionalnim aspektima ili na konzumentima za koje se smatra da imaju određeni utjecaj na ostale potrošače. Model koji služi za kreiranje ikoničkih brendova naziva se kulturalno brendiranje. Kulturalno brendiranje koristi sve tehnike tradicionalnih modela brendiranja, ali uz to dodaje i jednu bitnu stavku, a to je kreiranje mita povezanog s brendom i smještanje u određeni društveni kontekst. Mit je svojevrsna priča koja se koristi za kreiranje identiteta brenda. Mit prelazi granice jednostavnog opisivanja proizvoda. On je dio šire kulturalne ideologije. Ikonički brendovi tako postaju kulturalne ikone i kulturalni aktivisti. Robne marke koje se smatraju ikonama, a na kojima su opisane tehnike kreiranja ikoničkih brendova su Harley Davidson, Nike, Volkswagen i Apple. Promatrajući proces nastanka tih ikona među robnim markama, zanimljivo je istražiti način na koji su najpoznatije hrvatske robne marke provodile svoje tržišne komunikacije. Upravo je zbog toga provedena analiza sadržaja oglasa Podravkine Vegete, Cedevita vitaminskog napitka, Jamnica mineralne vode, Franck kave te Ožujskog piva Zagrebačke pivovare. Provedenim istraživanjem utvrđeno je predstavljaju li se neke od navedenih robnih marki na način koji je blizak ikoničkim brendovima.

Abstract (english)

Iconic brands are brands that have become a part of a popular culture. They represent broader aspects than the product itself. With their help, consumers get to create their own identities, such brands become part of their consciousness and culture. Iconic brands are cultural icons just as much as musicians, actors, and other artists. Their market communication and creation process differ from the usual techniques used to create the brand. Traditional branding models such as the "mind-share" model, the emotional branding model, and today's often used, the viral branding model, can create a successful brand, but it will not become an icon. Such models emphasize obvious benefits of products, emotional aspects, or consumers that are considered to have a certain impact on others. The branding model that creates an iconic
brand is called –cultural branding model. Cultural branding model uses all the techniques of traditional branding models but adds one more important element - creating a myth related to the brand and placing it in a particular social context. Myth is a kind of story used to create an identity of a brand. The myth goes beyond the limits of a simple description of the product. It is part of the broader cultural ideology. Thus, iconic brands become cultural icons and cultural activists. Brands that are considered as iconic and that served as an example for describing techniques of creating iconic brands are Harley Davidson, Nike, Volkswagen, and Apple. Observing the process of creating these icons among brands, it is interesting to explore the way the most famous Croatian brands conducted their market communications. That is why the analysis of the content of Podravka Vegeta, Cedevita vitamin drink, Jamnica mineral water, Franck coffee and Ožujsko pivo from Zagreb Brewery was performed. The research determined whether some of the mentioned brands are presented in a way that is closely related to iconic brands.

• Keywords: ikonički brendovi; tržišna komunikacija; kulturalno brendiranje; mitovi identiteta; kulturalni aktivizam; hrvatske robne marke
• Keywords (english): iconic brands; market communication; cultural branding; identity myths; cultural activism; Croatian brands
• Language: croatian
• URN:NBN: urn:nbn:hr:111:297679
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-07-03 11:24:26