Title Redizajn brenda B'MARK primjenom ekoloških komponenti Author Petra Kardaš Mentor Dorotea Kovačević (mentor)Committee member Maja Brozović (predsjednik povjerenstva)Committee member Dorotea Kovačević (član povjerenstva)Committee member Daria Mustić (član povjerenstva)Granter University of Zagreb Defense date and country 2022-09-23, Croatia Scientific / art field, TECHNICAL SCIENCES Abstract Brendovi su posvuda oko nas. Oni osiguravaju ljudima kvalitetu i sigurnost za
proizvode koje kupuju. Brend nije samo ime i logo, već i više od toga. To je
ugled koji tvrtka ima koji ih izdvaja od konkurencije. Brend je jedna mala riječ
koja obuhvaća svoj glas, svrhu i ono po čemu želi biti poznat. To je prva
pomisao koju potrošači imaju kada vide određeni logotip ili čuju ime brenda.
Brend je bit tvrtke i njezin ugled. Stoga je od velike važnosti da se brend odlično
prezentira i da pokaže da poznaje svoju ciljanu publiku jer time omogućuje sebi
da ih ona percipira kao kvalitetan i jak brend. Dobra slika brenda je zato ključna,
a brendovi je mogu pojačati ukoliko pokažu da uistinu brinu za svoje potrošače,
njihovu budućnost i dobrobit.
Cilj ovog rada je dokazati da uporabom ekološki prihvatljivijih materijala i
promišljenim eko dizajniranjem i redizajniranjem, brendovi i dalje mogu zadržati
svoju kvalitetu bez značajnijeg gubitka klijenata te ujedno misliti na bolju
budućnost i očuvati okoliš od dodatnih nepovoljnih uvjeta. Dapače, obzirom na
današnje stanje svijeta i upoznatosti ljudi s ekološkim problemima sa kojima se
svakodnevno susrećemo, koji su sve uočljiviji i čije posljedice osjećamo,
prelaskom na eko dizajn brendovi su u mogućnosti povećati broj zadovoljnijih
kupaca. U ovom istraživanju potvrđeno je da za idejni brend čokoladica
„B'mark“ čija su ciljana skupina ljubitelji čitanja i čokolade, ciljana skupina je
spremna platiti za ekološki kvalitetniji proizvod jer su upoznati sa današnjim
stanjem prirode. Kroz istraživanje provedeno tijekom izrade ovog diplomskog
rada, dokazano je da ekološki prihvatljiviji proizvodi ne moraju nositi negativnu
konotaciju vezanu uz sebe i svoje karakteristike, što se tiče cijene, kvalitete i
dostupnosti. Ovaj rad može poslužiti kao dokaz i ideja da uz eko redizajniranje
brendovi mogu postići nove i interesantne proizvode i rezultate koji će
pogodovati potrošačima ali i samim tvrtkama iza brenda.
Abstract (english) Brands are all around us. They assure people of quality and safety for the
products they buy. A brand is not just a name and a logo, but more than that. It
is the reputation that the company has that sets them apart from the
competition. A brand is one small word that encompasses its voice, purpose,
and what it wants to be known for. It is the first thought that consumers have
when they see a certain logo or hear a brand name. A brand is the essence of a
company and its reputation. Therefore, it is of great importance that the brand is
well presented and that it shows that it knows its target audience, as it allows
itself to be perceived by them as a high-quality and strong brand. A good brand
image is therefore crucial, and brands can strengthen it if they show that they
truly care about their consumers, their future and well-being.
The goal of this work is to prove that by using more environmentally friendly
materials and thoughtful eco-design and redesign, brands can still maintain their
quality without significant loss of clients and at the same time think about a
better future and protect the environment from additional unfavorable
conditions. In fact, given the current state of the world and people's familiarity
with the environmental problems we face every day, which are increasingly
noticeable and whose consequences we feel, by switching to eco design,
brands are able to increase the number of more satisfied customers. In this
research, it was confirmed that for the conceptual brand of chocolate "B'mark"
whose target group is booklovers and chocolatelovers, the target group is ready
to pay for an ecologically better quality product because they are familiar with
the current state of nature. Through the research conducted during the
preparation of this thesis, it has been proven that environmentally friendly
products do not have to carry a negative connotation related to themselves and
their characteristics, in terms of price, quality and availability. This work can
serve as proof and idea that with eco-redesign, brands can achieve new and
interesting products and results that will benefit consumers as well as the
companies behind the brand.
Keywords
brend
B'mark
eko redizajn
eko dizajn
eko proizvod
Keywords (english)
brand
B'mark
eco redesign
eco design
eco product
Language croatian URN:NBN urn:nbn:hr:216:615633 Study programme Title: Graphic technology; specializations in: Graphic technology, Design of graphic products Type of resource Text File origin Born digital Access conditions Closed access Terms of use Created on 2024-06-12 10:35:21
