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Uzroci i posljedice rebrandiranja u korporativnom sektoru
Petar Miletić (2017)
The Edward Bernays College of Communication Management
Department of Public Relations
Cite this document

Miletić, P. (2017). Uzroci i posljedice rebrandiranja u korporativnom sektoru (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:482237

Miletić, Petar. "Uzroci i posljedice rebrandiranja u korporativnom sektoru." Undergraduate thesis, The Edward Bernays College of Communication Management, 2017. https://urn.nsk.hr/urn:nbn:hr:233:482237

Miletić, Petar. "Uzroci i posljedice rebrandiranja u korporativnom sektoru." Undergraduate thesis, The Edward Bernays College of Communication Management, 2017. https://urn.nsk.hr/urn:nbn:hr:233:482237

Miletić, P. (2017). 'Uzroci i posljedice rebrandiranja u korporativnom sektoru', Undergraduate thesis, The Edward Bernays College of Communication Management, accessed 26 January 2020, https://urn.nsk.hr/urn:nbn:hr:233:482237

Miletić P. Uzroci i posljedice rebrandiranja u korporativnom sektoru [Undergraduate thesis]. Zagreb: The Edward Bernays College of Communication Management; 2017 [cited 2020 January 26] Available at: https://urn.nsk.hr/urn:nbn:hr:233:482237

P. Miletić, "Uzroci i posljedice rebrandiranja u korporativnom sektoru", Undergraduate thesis, The Edward Bernays College of Communication Management, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:233:482237

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Metadata
TitleUzroci i posljedice rebrandiranja u korporativnom sektoru
AuthorPetar Miletić
MentorIgor Vukasović (mentor)
GranterThe Edward Bernays College of Communication Management
(Department of Public Relations)
Zagreb
Defense date and country2017-12-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Rebrandiranje je alat kojim se mnoge tvrtke koriste tijekom svoga poslovnog djelovanja. Iako je koristan i funkcionalan alat, mora se pažljivo koristiti kako bi se dobili zadovoljavajući rezultati. Prije samoga ulaska u pojam rebrandiranja, važno je upoznati se sa samim brendom. Koju ulogu brend ima u korporativnom sektoru i od kakve je on važnosti za potrošače. Bitno je uvidjeti nematerijalnu vrijednost brenda i njegovu ulogu u modernom poslovanju. Tek kada se razumije kompleksna narav brenda, može se razmišljati o rebrandiranju. Kompleksan proces koji se u korporativnom sektoru koristi za bijeg od lošeg imidža, održavanje konkurentske prednosti, praćenje trendova i mnoge druge situacije u kojima je rebrandiranje jedino pravo ili zadnje rješenje.
Abstract (english)
Rebranding is a tool used by a number of companies during their lifespan. Although rebranding is a highly useful tool, it needs to be carefully used in order to produce satisfying results. Before delving into the subject of rebranding, it's important to understand the brand itself. What role does the brand play in the corporate sector and how important it is to the customers. It's crucial to understand brand equity, brands intangible value and it's role in modern business. When the entirety of brands complex nature is understood it's easier to make more sense of rebranding. A complex process, used in corporate sector to run away from bad image, to keep the competitive advantage, to keep up with trends in the corporate sector and many other situations in which rebranding is the only and the last solution.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:482237
Study programmeTitle: Communication management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik odnosa s javnošću (stručni prvostupnik odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Created on2018-01-11 10:39:09