Grad kao brand

master's thesis

• Author: Ana Stošić
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2012-07-19, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Cilj rada je izrada vizualnog identiteta grada Šibenika koji bi se mogao uspješno koristiti u sklopu strategije brandiranja istog. Prvi dio rada u osnovnim crtama donosi teoretsku podlogu koja opisuje relativno nove ( s akademskog gledišta ) pojmove branda, brandiranja i marketinga grada. U drugom poglavlju dato je objašnjenje pojma branda (marke) s više aspekata, kao i drugih pojmova vezanih uz isti; također je prikazan pojednostavljeni tok strateškog procesa stvaranja i upravljanja brandom. Nakon toga, pobliže je pojašnjen proces brandiranja gradova, njegove sličnosti i razlike u odnosu na brandiranje proizvoda i korporacija, dat je kratak povijesni pregled faza razvoja ovog tipa marketinga, te su ukratko opisane osnovne značajke koje služe kao ulazni podaci u procesu izrade vizualnog identiteta. U četvrtom poglavlju diskutiraju se primjeri već izvedenih identiteta drugih gradova, te se prelazi na opis nastanka rješenja projektnog zadatka. Uz osnovne informacije o samom gradu, njegovim stremljenjima, trenutnom imageu i preferabilnom identitetu, prikazana su četiri predložena rješenja vizualnog identiteta, uz razradu onog koje je procijenjeno kao najkvalitetnije.

Abstract (english)

The aim of this work is creating visual identity of the city of Šibenik, which could be successfully applied as a part of its brand strategy implementation. Chapter one gives simplified theoretical frame which describes relatively new (academically speaking) concepts such as brand, branding and city marketing. Second chapter describes various aspects from which "brand" and related concepts could be considered, and presents simplified strategy of creating and managing brand. Third part focuses on city branding, its resemblances and differences in regard to product and corporate branding; this part also deals with historical review of phases of evolution considering this kind of marketing, and the basic characteristics which can be used as inputs for visual identity design process. Chapter four brings critical review of some more or less successful visual identities that are already implemented, which is a prelude to a practical part, i.e. design of Šibenik brand identity itself. Chapter five gives some basic information about city, its pursuits, current image and preferred identity; it also presents four basic concepts of visual identity, which is followed by elaboration of one that is rated as the most convenient.

• Keywords: brand; upravljanje brandom; marketing grada; brandiranje grada; vizualni identitet
• Keywords (english): brand; brand management; city marketing; city branding; visual identity
• Language: croatian
• URN:NBN: urn:nbn:hr:216:718931
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-17 09:21:42