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Sveuĉilište U Zagrebu Fakultet Politiĉkih Znanost Diplomski Studij Novinarstva Denis Remenar STRATEGIJE ŠIRENJA BRENDOVA NA

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Sveuĉilište U Zagrebu Fakultet Politiĉkih Znanost Diplomski Studij Novinarstva Denis Remenar STRATEGIJE ŠIRENJA BRENDOVA NA View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of Zagreb Repository Sveuĉilište u Zagrebu Fakultet politiĉkih znanost Diplomski studij novinarstva Denis Remenar STRATEGIJE ŠIRENJA BRENDOVA NA PRIMJERU DISNEYA, FACEBOOKA I VIRGINA DIPLOMSKI RAD Zagreb, 2019. Sveuĉilište u Zagrebu Fakultet politiĉkih znanosti Diplomski studij novinarstva STRATEGIJE ŠIRENJA BRENDOVA NA PRIMJERU DISNEYA, FACEBOOKA I VIRGINA DIPLOMSKI RAD Mentor: izv. prof. dr. sc. Boţo Skoko Student: Denis Remenar Zagreb Srpanj, 2019. Izjava o autorstvu Izjavljujem da sam diplomski rad __Strategije širenja brendova na primjeru Disneya, Facebooka i Virgina__, koji sam predao na ocjenu mentoru __izv. prof. dr. sc. Boţi Skoki__, napisao samostalno i da je u potpunosti rijeĉ o mojem autorskom radu. TakoĊer, izjavljujem da dotiĉni rad nije objavljen ni korišten u svrhe ispunjenja nastavnih obaveza na ovom ili nekom drugom uĉilištu te da na temelju njega nisam stekao ECTS-bodove. Nadalje, izjavljujem da sam u radu poštivano etiĉka pravila znanstvenog i akademskog rada, a posebno ĉlanke 16-19. Etiĉkoga kodeksa Sveuĉilišta u Zagrebu. __Denis Remenar__ Sadrţaj 1. Uvod ................................................................................................................................................ 1 2. Teorijski okvir ................................................................................................................................. 3 2.1. O definicijama brend i tvrtka ................................................................................................... 3 2.2. Podjela brendova ..................................................................................................................... 4 2.2.1. Prema Ellwodu ................................................................................................................ 5 2.2.2. Prema Vraneševiću .......................................................................................................... 7 2.3. Elementi identiteta brenda ....................................................................................................... 8 2.3.1. Naziv brenda .................................................................................................................... 8 2.3.2. Znak brenda ..................................................................................................................... 9 2.3.3. Likovi ............................................................................................................................ 10 2.3.4. Ĉula kao elementi identiteta brenda .............................................................................. 10 2.3.4.1. Disney ĉulni brend ................................................................................................. 11 2.3.4.2. Facebook ĉulni brend ............................................................................................ 11 2.3.4.3. Virgin ĉulni brend .................................................................................................. 11 2.4. Strategije širenja brendova .................................................................................................... 12 2.4.1. Znanje kljuĉ širenja ....................................................................................................... 13 2.4.2. Sinergija ......................................................................................................................... 13 2.4.3. Splet brendova ............................................................................................................... 14 2.4.3.1. Dva pristupa upravljanja spletom brendova .......................................................... 15 2.4.4. Širenje brendova putem akvizicije i kobrending ........................................................... 16 2.4.4.1. Akvizicija brendova ............................................................................................... 16 2.4.4.2. Suradnja brendova (kobrening) ............................................................................. 17 2.5. Širenje brendova: poslovni razlozi i trţišni trendovi ............................................................. 19 3. Metodologija ................................................................................................................................. 20 3.1. Analiza sluĉaja ...................................................................................................................... 20 3.1.1. Jedinica analize .............................................................................................................. 20 3.2. Metoda fokus grupa ............................................................................................................... 20 3.2.1. Uzorak ........................................................................................................................... 21 3.3. Cilj i svrha istraţivanja .......................................................................................................... 23 3.4. Istraţivaĉka pitanja i hipoteze ............................................................................................... 23 4. Analiza sluĉaja: strategije širenja Disney brenda .......................................................................... 24 4.1. Kratka povijest širenja Disney brenda ................................................................................... 24 4.2. Akvizicija .............................................................................................................................. 25 4.2.1. Pixar Animation Studios................................................................................................ 25 4.2.2. Marvel Entertainment .................................................................................................... 25 4.2.3. Miramax Films .............................................................................................................. 26 4.2.4. Sport .............................................................................................................................. 26 4.2.5. ABC ............................................................................................................................... 27 4.2.6. 21th Century Fox ........................................................................................................... 27 4.2.7. New Amsterdam Theatre ............................................................................................... 27 4.3. Kobrending ............................................................................................................................ 28 4.3.1. Filmovi .......................................................................................................................... 28 4.3.2. Tematski parkovi ........................................................................................................... 29 4.3.3. Televizija ....................................................................................................................... 31 4.3.4. McDonald's .................................................................................................................... 32 4.4. Širenje brenda u razliĉitim djelatnostima .............................................................................. 33 4.4.1. Maraton i sportski kompleks ......................................................................................... 33 4.4.2. Disney magija kod kuće ................................................................................................ 33 4.4.2.1. Proširenje postojećeg asortimana proizvoda ......................................................... 34 4.4.2.2. Kolekcionarstvo i nostalgija .................................................................................. 34 4.4.3. Disney turizam .............................................................................................................. 35 4.4.3.1. Disney Cruise Line ................................................................................................ 35 4.4.3.2. Adventures by Disney ........................................................................................... 35 4.5. Srce Disney tvrtke ................................................................................................................. 36 4.5.1. Televizija ....................................................................................................................... 36 4.5.1.1. ESPN ..................................................................................................................... 37 4.5.1.2. Disney Channel ..................................................................................................... 37 4.5.1.3. Touchstone Television i Buena Vista Television ................................................. 38 4.5.2. Tematski parkovi ........................................................................................................... 38 4.5.3. Disney Wide World of Sports kompleks ....................................................................... 39 5. Analiza sluĉaja: strategije širenja Facebook brenda ...................................................................... 41 5.1. Kratka povijest širenje Facebook društvene mreţe do 2010. godine .................................... 42 5.1.1. Tehniĉka proširenja ....................................................................................................... 43 5.2.
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