Vizualni identitet i elementi u komunikaciji brendova

undergraduate thesis

• Title (english): Visual Identity and Elements in Brand Communication
• Author: Lara Knezičić
• Mentor: Ivan Burić (mentor)
• Mentor: Dražen Maleš (sumentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2024-09-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

O vizualnom identitetu i brandingu svi u potrošačkom društvu ponešto znamo, s obzirom da se sa brendovima i njihovom prezentacijom suočavamo svakodnevno. No ipak, kada govorimo o vizualnoj prezentaciji proizvoda, usluga i tvrtki često se pojmovi vizualni identitet i brend koriste u istom kontekstu, kao sinonimi. Razlog tomu je što mnoge definicije brenda poistovjećuju brend s vizualnim elementima grafičkog dizajna, odnosno izjednačuju pojam brenda s njegovim vizualnim identitetom.
Svojevrsno se to događa iz razloga što je vizualni identitet zapravo glavni aspekt brenda, jer je upravo on onaj koji mu omogućuje da iskače od drugih; omogućuje mu visoku razinu prepoznatljivosti među konzumentima i korisnicima. To je izrazito bitna stavka na današnjem preplavljenom i nezasitnom tržištu; ljudi moraju nekako saznati za Vas i za ono što Vi nudite kako bih se uopće mogli probiti na police prodajnih mjesta i ostvariti visoku pozicioniranost na tržištu proizvoda i usluga.
Najvažniji dio u tome cijelom procesu nastanka i opstanka je upravo sama prezentacija; njen dizajn, logo i priča moraju ostati trajno usađeni u misli potrošača kako bi postigli pravi učinak. Morate ostaviti dobar dojam! Ono što je na kraju tu presudno je ipak sami „dojam o brendu“ (engl. „brand equity), mišljenje koje ljudi imaju o Vašoj kompaniji, brendu i proizvodima/uslugama. Koliko je bitna dobra prezentacija, toliko i dobra reputacija. Želite ispunjavati kriterije koje ste sami zadali, držati se one priče koju ste sami kreirali, te biti konzistentni i koherentni u tim stavkama kroz cijelo vrijeme kako bi Vas publika zavoljela i ostala Vam u potpunosti odana.

Abstract (english)

Everyone in the consumer society knows something about visual identity and branding, given that we deal with brands and their presentation on a daily basis. However, when we talk about the visual presentation of products, services and companies, the terms visual identity and brand are often used in the same context, as synonyms. The reason for this is that many brand definitions equate the brand with the visual elements of graphic design, that is, they equate the term brand with its visual identity.That usually happens because the visual identity is actually the main aspect of the brand, because it is the one that allows it to stand out from the others; enables it to have a high level of recognition among consumers and users. This is an extremely important item in today's flooded and insatiable market; people must somehow find out about you and what you offer in order to be able to break through to the shelves of retail outlets and achieve a high position on the market of products and services. The most important part in this entire process of creation and survival is the presentation itself; its design, logo and story must remain permanently embedded in the consumer's mind in order to achieve the right effect. You have to make a good impression! In the end, what is crucial is the "brand equity" itself, the opinion that people have about your company, brand and products/services. A good presentation is as important as a good reputation. You want to fulfill the criteria you set yourself, stick to the story you created yourself, and be consistent and coherent in these items throughout the entire time so that the audience will love you and remain completely loyal to you.

• Keywords: brend; brending; vizualni identitet; komunikacija
• Keywords (english): brand; branding; visual identity; communication
• Language: croatian
• URN:NBN: urn:nbn:hr:111:457722
• Study programme: Title: Communication Studies (Single Major); Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-22 10:59:46