Odnos reklamnih kampanja i percepcije brenda: Nikeove just do it kampanje

master's thesis

• Title (english): The relationship between advertising campaigns and brand perception: Nike's just do it campaigns
• Author: Franka Čule
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci (predsjednik povjerenstva)
• Committee member: Danijel Labaš (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: 2019-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Brend je vjerojatno najvažniji aspekt svakog poslovanja odnosno najvažniji element svake uspješne tvrtke. Brendovi također igraju veliku ulogu u životima potrošača pružajući im jedinstveno iskustvo korištenja njihova proizvoda ili usluge, a tvrtke zauzvrat očekuju lojalnost kupaca. Izgradnja uspješnog brenda složen je i dugotrajan proces jer brend ne čine samo njegovi opipljivi elementi već i sama percepcija potrošača o brendu. Kako bi brend postao vidljiv, on se mora pozicionirati u umu potrošača. Aktivnost koja najviše utječe na to jest oglašavanje. Toga je svjestan i Nike, vodeća tvrtka u proizvodnji sportske odjeće, obuće i opreme. Kroz godine, Nike je sa svojim televizijskim reklamama i oglašavanjem na digitalnim platformama visoko postavio ljestvicu svojim konkurentima. Jedna od najuspješnijih Nikeovih reklamnih kampanja je ujedno i njihova najstarija – Just Do It. Kao jedan od osnovnih komponenata brenda, Just Do It kampanje reflektiraju Nikeovu misiju i viziju te predstavljaju vrijednosti koje Nike zagovara te koje želi prenijeti do svojih potrošača. Ono na što se Nike primarno fokusira je emocionalni brending koji gradi čvrste veze s potrošačima. Drugim riječima, Nike je uvelike svjestan kako su ljudi emocionalna bića te da se i naše potrošačke navike.
Ovim će se radom prikazati odnos reklamnih kampanja na percepciju brenda odnosno pokušat će se utvrditi pozitivan utjecaj Nikeovih Just Do It reklama na percepciju potrošača o brendu Nike. U radu su prezentirani, analizirani i raspravljeni rezultati provedene online ankete provedene na uzorku ispitanika u dobi od 13 do 62 godine na području Hrvatske.

Abstract (english)

Brand is probably the most important aspect of any business, or the most important element of all successful companies. Brands also play a big role in consumers' lives by providing them with a unique experience while using their product or service, and in return, brands expect customer loyalty. Building a successful brand is a complex and time-consuming process since the brand is made up not only by its tangible elements but also by the consumer's own perception of the brand. In order for a brand to become visible, it must position itself in the mind of the consumer. The most influential activity for reaching that goal is advertising. Nike, a leading company in the production of sportswear, footwear and equipment, is also very aware of this. Throughout the years, Nike has set the bar high with its television and digital commercials. One of Nike's most successful advertising campaigns is also their oldest – The Just Do It campaign. As one of the core components of the brand, Just Do It campaigns reflect Nike's mission and vision and represent the values that Nike advocates and that Nike seeks to convey to its customers. What Nike primarily focuses on is emotional branding that builds strong relationships with consumers. In other words, Nike is very aware that people are emotional beings and that our buying habits are also based on the feelings we have about the brand.
This paper will showcase the relationship of advertising campaigns to brand perception and will determine the positive impact Nike's Just Do It advertise on consumers' perception of Nike. The paper presents the results of an online survey conducted on a sample from the age of 13 to 62 in Croatia.

• Keywords: reklame; Nike; Just Do It kapanje; branding; imidž
• Keywords (english): commercials; Nike; Just Do It campaigns; branding; image
• Language: croatian
• URN:NBN: urn:nbn:hr:111:450163
• 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: 2020-01-29 15:13:27