Rebranding hrvatskih banaka

master's thesis

• Author: Ana Đurek
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2008-11-00, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Pozicioniranje proizvoda ili tvrtke na tržištu postiže se vizualnim identitetom. Prilagođavanje tržišnim promjenama, tehnološkim novitetima i ostalim faktorima koji na njega utječu, ne samo vizualni identitet (već i kompletno ponašanje kompanije prema potrošačima, izgled poslovnica, povećanje usluga i promjena svih ostalih segmenata) zahtijeva povremeni redizajn. Njime se želi poboljšati postojeće stanje tvrtke na tržištu, uz zadržavanje osnovnih karakteristika koje utječu na prepoznatljivost i kredibilitet tvrtke među korisnicima. Posljednjih godina došlo je do rebrandinga većine hrvatskih banaka koje su prešle u vlasništvo stranih kompanija. Pri tome je došlo kod nekih redizajna do manjeg ili većeg gubitka prepoznatljivih vizualnih obilježja koja su bila prisutna u prijašnjim oblicima.

Ovim radom se želi istražiti u kojoj mjeri su redizajnirani vizualni identiteti ostali prepoznatljivi po izvornim karakteristikama. Cilj istraživanja bio je utvrditi koliko je bitno da se hrvatske tvrtke koje prelaze u vlasništvo strane korporacije potrude zadržati što je više moguće prepoznatljivih karakteristika, kao što je boja i ime tvrtke.

Abstract (english)

Positioning the product or company on the market is achieved with visual identity. Adjustment to market changes, technological novelties and other factors that affect on it, not only visual identity (but also complete company behavior towards costumers, business office appearance, addition of services and changing all other segments) requires periodic redesign. With it, it is wanted to improve companies existing market status, with holding on to basic characteristics that affect on its recognizability and credibility among the consumers. Over the past few years it came to rebranding most of Croatian banks that passed in ownership of foreign companies. With that, on some redesigns it came to bigger or smaller loss of recognizable visual characteristics that were present in previous forms.

This paper investigates how many redesigned visual identity stayed recognizable according to primary characteristics. The purpose of this study had been to establish how much it is relevant for Croatian companies, which are going in ownership of foreign companies, to pain to apprehend as much as possible of recognizable characteristics, such as color and company name.

• Keywords: brand; rebranding; vizualni identitet; repozicioniranje; banka
• Keywords (english): brand; rebranding; visual identity; repositioning; bank
• Language: croatian
• URN:NBN: urn:nbn:hr:216:592675
• 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 10:36:15