Knjiga standarda u funkciji izgradnje branda fintech kompanije Aircash

master's thesis

• Author: Luka Šušak
• Mentor: Daria Mustić (mentor)
• Committee member: Krešimir Dragčević (predsjednik povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Dorotea Kovačević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Tema ovoga diplomskog rada je „Knjiga standarda u funkciji izgradnje branda fintech
kompanije Aircash“. Osnovni cilj rada je utvrđivanje informiranosti dvije skupine
ispitanika o Knjizi standarda te spoznaja pridonosi li ona pozitivnoj percepciji branda. U
radu se na konciozan način pobliže opisuje pojam knjige standarda i pojam branda.
Obrađena je i opisana misija i vizija kompanije Aircash, njezine vrijednosti, persona i
osobnosti, glas i ton te elementi dizajna.
U radu se koriste metode sinteze i analize, deskripcije i ankete, a rezultati rada daju
doprinos shvaćanju da će knjiga standarda pridonijeti uspješnosti branda. Brand je više
od samog logotipa i imena. Želja za izgradnjom uspješnosti branda leži iza osobnosti na
kohezivan način, a najbolji alat za to je knjiga standarda. Knjiga standarda neizbježan je
element kojega svaka kompanija treba imati. U svrhu izgradnje branda na tržištu izuzetno
je važno imati pravilno i strateški definirane smjernice koje će pomoći kompaniji pri
upravljanju vlastitim identitetom. Knjiga standarda predložena ovim diplomskim radom,
bazirana je na komunikaciji prema javnosti, s ciljem definiranja i jačanja branda prvog
hrvatskog mobilnog novčanika – Aircash.

Abstract (english)

The topic of this master's thesis is „Brand book in the function of building the brand of
the fintech company Aircash“. The main goal of the work is to determine the level of
information of the two groups of respondents about the Brand Book and to fine out
whether it contibutes to a positive perception of the brand. In the thesis, the term brand
book and the term brand are described in more detail in a concise manner.The mission
and vision of the Aircash company, its values, persona and personality, voice and tone,
and design elements are discussed and described.The work uses methods of synthesis and
analysis, descriptions and surveys, and the results of the work contribute to the
understanding that the brand book will contribute to the success of the brand.A brand is
more than just a logo and a name. The desire to build the success of the brand lies behind
the personality in a cohesive way, and the best tool for this is the brand book. Brand book
is an inevitable element that every company should have.In order to build a brand on the
market, it is extremely important to have properly and strategically defined guidelines
that will help the company manage its own identity.The brand book proposed by this
thesis is based on communication with the public, with the aim of defining and
strengthening the brand of the first Croatian mobile wallet - Aircash.

• Keywords: knjiga standarda; Aircash; vrijednosti branda; elementi dizajna; konzistentnost
• Language: croatian
• URN:NBN: urn:nbn:hr:216:166123
• 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: Open access
• Created on: 2024-07-08 08:06:20