Uspješan redizajn i rebranding robne marke

master's thesis

• Author: Aljoša Lijić
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2009-4-00, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ovaj diplomski rad bavi se rebrandingom robne marke i ulogom dizajna u procesu

rebrandinga. U teoretskom dijelu obrađene su vrste robnih marki, njihove karakteristike,

zatim rebranding, dizajn i redizajn te uloga dizajna u procesu rebrandinga, sa praktičnim

primjerom Valvoline rebrandinga, gdje je prikazan čitav proces, od prvog sastanka sa

klijentom do konačne realizacije projekta. Prikazan je nastanak ideje te implementacija

koncepta kroz cijeli spektar Valvoline materijala, kao i izrada knjige standarda.

U praktičnom dijelu prikazana su tri primjera uspješnog rebrandinga, njihova strategija i

rezultati, te usporedba prije i poslije primjene rebrandinga.

Abstract (english)

The topic of this paper is rebranding and the role of design in the proces of rebranding.

In the theoretical part focus is on the brand and all it’s categories, the brand characteristics,

rebranding, desing and redesign, and the role of design in the proces of rebranding with a

practicle example of Valvoline rebranding, from the first client brief to the finalisation of

the whole project. It is showing the genesis of the idea and the implementation of concept

through the whole spectrum of Valvoline materials, and the making of the Valvoline brand

identity guidelines book.

• Keywords: brand; rebranding; dizajn; redizajn
• Keywords (english): brand; rebranding; design; redesign
• Language: croatian
• URN:NBN: urn:nbn:hr:216:401944
• 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 10:24:32