| Abstract | Uloga brandinga i sama svijest o postojanju branda imaju veliki utjecaj na rad i uspješnost poduzeća. Brandining možemo objasniti kao složeni proces stvaranja i promocije brada koji se razvio usporedno s konzumerizmom. Pojam konzumerizma danas označava dvije idejno suparničke ideologije. Jednu koja zagovara kulturu potrošnje, te drugu koja prakticira kupovinu iz užitka i potrebe u svrhu kreiranja identiteta potrošača. Potrošač je osoba na koju je branding orijentiran, a njegovo ponašanje određuje se na temelju geografskih, demografskih, ekonomskih, socioloških, psiholoških i situacijskih faktora. Brand je najlakše objasniti kao skup akcija, poruka i vizija koje pokreću stvaranje proizvoda i usluga pod određenim istovjetnostima. Najuočljiviji predstavnik branda je njegov identitet koji može biti verbalni (ime i slogan) i vizualni (logotip, shema boja i tipografija).
Brand Podsky novo je razvijeni brand na tržištu ručno rađenog drvenog nakita. Njegov branding započinje istraživanjem konkurenata, ciljanje publike, izradom identiteta, definiranjem vrijednosti i ključnih poruka te planiranjem i provedbom digitalnih marketinških aktivnosti. Marketing je društveni proces planiranja, organiziranja i kontrole koncepta marketinškog miksa, a njegove tradicionalne aktivnosti, sukladno razvojem Interneta i marketinških mogućnosti, zamijenjene su digitalnim marketingom. Upravo zbog toga kao način oglašavanja za poduzeće Podsky odabrano oglašavanje putem društvenih mreža i banera. Izraz baner označava korištenje oglasa temeljenog na fotografijama.
Budući da je medijski sadržaj ključan za izradu banera, te objava na društvenim mrežama u ovom radu veliki fokus stavljen je na izradu istog. Izrađene su brojne fotografije i videozapisi koristeći raznu opremu u raznim okruženjima. Uz navedeno izrađen je i prototip web stranice koji na realan način sjedinjuje informacije, identitet, medijski sadržaj te poruke branda. Kao dio web sjedišta napravljena je internetska trgovina kako bi se potaknula globalizacija branda. Realizacijom i provedenim aktivnostima dostigao se cilj ovog rada koji je brandiranje malog, dosad nepoznatog branda te njegov plasman na tržište. |
| Abstract (english) | The role of branding, and the awareness of the existence of the brand it self, have a large influence on the work and success of a company. Branding can be explained as a complex process of creation and promotion of a brand which is developed in parallel to consumerism. Today, the term consumerism marks 2 conceptually rival ideologies. One of those advocates a spending culture, while the other exercises shopping from pleasure and the need of creating a consumers identity. A consumer is a person around which branding is oriented and his behavior is determined based on geographical, demographical, economical, social and situational factors. Brand is easiest explained as a combination of actions, messages and visions which kick-start creation of products and services under certain identities. The most noticeable representative of a brand is its identity, which can be verbal (name and slogan) or visual (logo, paint scheme and typography).
Brand "Podsky" is a newly developed brand on the market of hand-made wooden jewelry. Its branding starts with research of the competition and targeted audience, creation of its identity, organization and control over the concept of a marketing mix and its traditional activities, in accordance with the development of the Internet and marketing possibilities, have been replaced by digital marketing. Becouse of the aforementioned, the way of advertisement for the company "Podsky" is chosen to be using social media and via banners. The phrase banner marks the use of ads based on photographs.
Since the media content is key for the creation of banners, as well as a social media presence, in this paper great focus has been placed on production of that type of content. Many photographs and videos have been made using various equipment in various environments. Next to the aforementioned, a web page prototype has also been created which, in a realistic fashion, combines information about the company, brand identity, media content and the brand messages. As a part of the web page, a web shop has been made in order to promote the globalization of the brand. With the realization of the previously mentioned and through conducted activities the goal of this paper has been reached which can be summed up as branding of a small, until now unknown, brand and its placement on the market. |
