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.