Suvremena komunikacija, dizajn i upravljanje brandovima

Modern communication, design and brand management

Mario Tomiša, Maja Hanžek

Sažetak

Brandovi ili marke važne su kako za potrošače tako i za organizacije. U ovom radu analiziraju se vrijednosti i razmatraju strategije upravljanja brandovima. Sastavni dio svake marke je dizajn, stoga se u prvom planu prikazuje važnost dizajna i vizualnog identiteta pri kreiranju marke. Nakon lansiranja marke na tržište, iznimno je važno istu održati i razviti, za što postoje specifi čne smjernice i strategije. Dobro etablirane i snažne marke postižu veliku fi nancijsku vrijednost na tržištu, koja može biti opipljiva i neopipljiva. Za promociju marke bitna je prikladna komunikacija i dobra marketinška strategija. Marka mora kroz dizajn i vizualni identitet komunicirati čistu i jasnu poruku potrošačima te steći njihovo povjerenje. U budućnosti će se nastaviti daljnje promjene vezane uz strategije upravljanja markama koje će se sve više širiti na online prostor i društvene mreže.

Abstract

Brands are important to both consumers and organizations. In this paper the values are being analyzed and brand management strategies are being considered. A constituent part of each brand is design and therefore the main focus is on the importance of design and visual identity when creating a brand. After launching a brand to the market, it is extremely important to preserve it and develop it, for what there are specifi c guidelines and strategies. Well established and powerful brands are getting high fi nancial value on the market, which can be both palpable and impalpable. For brand promotion what is important is appropriate communication and good marketing strategy. Th e brand must communicate through the design and the visual identity a clear message to the consumers and gain their trust. In future further changes related with the brand management strategies will continue and they will spread more and more to the online world and social networks.

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