Nove perspektive u brendiranju : Važnost društvenih mreža

Abstract

U radu je predstavljena tema brendinga u vidu njezinih povijesnih, teorijskih i kulturoloških postavki s posebnim naglaskom na stanje brendinga danas i nove perspektive koje je brendingu omogućila sveprisutna digitalizacija te njezina, kulturološki i sociološki, najznačajnija kategorija – društvene mreže. Prvi dio rada temelji se na opsežnoj analizi stručne i znanstvene literature te ostalih sekundarnih izvora s ciljem upotpunjavanja teorijskog dijela istraživanja, dok se drugi, empirijski dio rada, temelji na provedenom istraživanju koje obuhvaća prikupljanje, obradu i prezentaciju podataka dobivenih metodom dubinskog intervjua s relevantnim osobama koje se aktivno bave brendingom u Hrvatskoj. Rezultat rada su relevantni podatci vezani uz pitanja brendinga putem društvenih mreža, trenutni trendovi vezani uz upravljanje brendovima i uvid u njihovu potencijalnu budućnost.The paper presents the topic of branding in the view of its historical, theoretical and cultural settings, with special emphasis on the state of branding today and the new perspectives that digitalization has opened for it that have opened for branding due to the omnipresent digitalization, and its currently culturally and sociologically most important category - social media. The first part of the paper is based on an extensive analysis of professional and scientific literature, and other secondary sources, with the aim of completing the theoretical part of the research. While the second, empirical part of the paper is based on the research that includes the collection, processing and presentation of data obtained by the method of in-depth interviews with relevant people who are actively engaged in branding in Croatia. The result of the work is relevant data related to branding issues through social media, current trends related to brand management and insight into its potential future