Title Kreiranje integrirane marketinške kampanje i razvoj brend identiteta Arija na Hrvatskom tržištu parfema
Title (english) Creation of an integrated marketing campaign and development of the Arija brand identity on Croatian perfume market
Author Tin Jančić
Mentor Nikola Jozić (mentor)
Committee member Andrija Bernik (predsjednik povjerenstva)
Committee member Nikola Jozić (član povjerenstva)
Committee member Dragan Matković (član povjerenstva)
Granter University North (University centre Varaždin) (Department of Multimedia, Design and Application) Koprivnica
Defense date and country 2024-09-10, Croatia
Scientific / art field, discipline and subdiscipline TECHNICAL SCIENCES Graphic Technology Processes of Graphic Reproduction
Abstract U ovom radu je objašnjen proces stvaranja fiktivnog brenda na hrvatskom tržištu parfema pod
nazivom Arija i njegovo brendiranje. Pojam bredniranje podrazumijeva proces kako brend učiniti
drugačijim, prepoznatljivim i zapamćenim na tržištu. Naziv Arija je pažljivo odabran, jer u
pojedinim hrvatskim narječjima predstavlja zrak, dok na talijanskom jeziku označava melodiju ili
solo pjesmu. Objedinjavanjem navedenih značenja stvara se sinergija svježine i skladnosti. Ciljana
skupina brenda Arija su odrasle žene i muškarci u dobi između 20 i 80 godina starosti, s
profinjenim ukusom, modno osviješteni i s osjećajem za eleganciju. Brend Arija svojom
pristupačnom cijenom dostupan je širem krugu kupaca. Da bi brend postao poznat javnosti,
poduzele bi se mjere prijavljivanja brenda na platforme kao što su Startup Inkubator i Startaj
Hrvatska, riječ je o platformama kojima je u cilju da pomognu osobama koje bi se htjele oprobati
u poduzetništvu s kreativnim idejama. Mentorstvo, financijska pomoć, obrazovanje i pristup
radnom prostoru samo su neke od usluga koje platforme nude. Da bi se povećao tržišni udio te
izgradili odnosi s klijetima, brendov sljedeći korak bio bi postavljanje proizvoda na police
popularnih drogerija diljem Hrvatske, kao što su dm, Müller, Bipa i Douglas. Prepoznatljiv
vizualni identitet ključan je dio stvaranja brenda, jer njime se stvara prvi dobar dojam i
prepoznatljivost kod potrošača. U logotipu, vizitki i web stranici brenda prevladavale bi crna i
bijela boja jer se tim bojama kod ljudi stvara osjećaj čistoće, elegancije i sofisticiranosti, a to je
ono po čemu Arija želi biti prepoznata u javnosti. Zadnji korak u radu je oglašavanje brenda.
Oglašavanje bi se vršilo putem digitalnih i tradicionalnih medija. Pod digitalne medije spadaju
društvene mreže od kojih su Facebook, Instagram i TikTok one na kojima bi brend Arija bio
aktivan, aktivnost na tim društvenim mrežama brendu omogućava izravan kontakt s kupcima koji
mogu izraziti svoje kritike ili pohvale. Korišteni tradicionalni mediji bili bi televizija i novine,
reklamnim oglašavanjem na tim medijima povećala bi se vjerojatnost prepoznatljivosti brenda u
javnosti. Također uličnim oglašavanjem pomoću billboardova i plakata povećava se vjerojatnost
zainteresiranosti javnosti o brendu. Svi spomenuti propagandni materijali su sastavni dio ovog
rada.
Abstract (english) This paper explains the process of creating a fictitious brand on the Croatian perfume market
called Arija and its branding. The term branding implies the process of making the brand different,
recognizable and remembered on the market. The name Arija was carefully chosen, because in
some Croatian dialects it represents air, while in Italian it means a melody or a solo song.
Combining the mentioned meanings creates a synergy of freshness and harmony. The target group
of the Arija brand is adult women and men between the ages of 20 and 80, with refined taste,
fashion awareness and a sense of elegance. With its affordable price, the Arija brand is available
to a wider range of customers. In order for the brand to become known to the public, measures
would be taken to register the brand on platforms such as Startup Incubator and Startaj Hrvatska,
these are platforms whose aim is to help people who would like to try their hand at
entrepreneurship with creative ideas. Mentoring, financial assistance, education and access to
workspace are just some of the services that the platforms offer. In order to increase market share
and build relationships with customers, the brand's next step would be to place products on the
shelves of popular drugstores throughout Croatia, such as dm, Müller, Bipa and Douglas. A
recognizable visual identity is a key part of creating a brand, because it creates a good first
impression and recognition among consumers. In the logo, business card and website of the brand,
black and white colors would predominate because these colors create a feeling of purity, elegance
and sophistication in people, and this is what Arija wants to be recognized by in the public. The
last step in the work is brand advertising. Advertising would be done through digital and traditional
media. Digital media includes social networks, of which Facebook, Instagram and TikTok are
those on which the Arija brand would be active, activity on these social networks enables the brand
to have direct contact with customers who can express their criticism or praise. The traditional
media used would be television and newspapers, advertising on these media would increase the
probability of brand recognition in the public. Also, street advertising using billboards and posters
increases the probability of the public being interested in the brand. All mentioned propaganda
materials are an integral part of this work.
Keywords
brend
brendiranje
parfem
tržište
ciljana skupina
drogerije
vizualni identitet
logotip
vizitka
web stranica
psihologija boja
oglašavanje
društvene mreže
ulično oglašavanje
Keywords (english)
brand
branding
perfume
market
target group
drugstores
visual identity
logo
business card
website
color psychology
advertising
social networks
street advertising
Language croatian
URN:NBN urn:nbn:hr:122:698186
Study programme Title: Graphical Studies: Multimedia, Design and Application Study programme type: professional Study level: undergraduate Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka multimedijske i grafičke tehnologije (prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka multimedijske i grafičke tehnologije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2024-09-26 15:55:20