Tehnika pripovijedanja kod razvoja sadržaja u upravljanju markom

master's thesis

• Title (english): Storytelling at content development in brand management
• Author: Antonio Ros
• Mentor: Vatroslav Škare (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sve veća količina marketinške komunikacije te njezina nametljivost svakodnevica su svakog potrošača što na drugoj strani predstavlja izazove u isticanju određene marke. S obzirom na tehnološke trendove, gotovo sve marke primjenjuju marketing sadržaja, koncept koji nije novost ali dobiva na važnosti zbog svoje nenametljivosti i vrijednosti koju osigurava određenoj publici. Stoga, kako bi se ispunio kreativni i poslovni potencijal marke, u radu se kao opcija analizira tehnika pripovijedanja koja ima znanstveno dokazanu učinkovitost u širokom spektru komunikacije te čija primjena zahtjeva nove pristupe u upravljanju markama te samim time i stvaranju marketinškog sadržaja. Točnije, uz pregled dostupne sekundarne literature provedeno je istraživanje o mišljenju marketinških stručnjaka iz marki i marketinških/digitalnih agencija o tehnici pripovijedanja i njezinoj primjeni kroz marketinški sadržaj u sklopu upravljanja markom. Iako postoji određena ili potpuna neupoznatost s pojedinim konceptima, tehnika pripovijedanja i marketing sadržaja se u potpunosti i međusobno primjenjuju u svrhu upravljanja markom. Samim time, postoje određene pretpostavke kada i u kojim situacijama pripovijedanje marketinškog sadržaja potencijalno može doprinijeti upravljanju markom tj. izgradnji imovine marke.

Abstract (english)

The rising amount of marketing communication and its intrusiveness is commonplace for every consumer, which on the other hand presents challenges in outlining certain brands. With regard to technological trends, almost all brands use content marketing; a concept that is not a novelty but is increasing in importance due to its non-intrusiveness and value which secures to a certain audience. Therefore, in order to fulfill the creative and business potential of the brand, the paper analyzes as an option a storytelling that has scientifically proven effectiveness in a wide range of communication and whose application requires new approaches in brand management and thus creating marketing content. More accurately, with examining the available secondary literature, a research has been conducted concerning the opinions of marketing experts from brands and marketing/digital agencies about storytelling and its application throughout content marketing as a part of brand management. Though there is a certain or complete uncertainty with some concepts, the storytelling and marketing content are fully and mutually applied in the aim of brand management. Thereby, there are certain assumptions about when and in which situations can storytelling of marketing content potentially contribute to brand management, or in other words, building the brand asset.

• Keywords: upravljanje markom; tehnika pripovijedanja; marketing sadržaja; marketinška komunikacija
• Keywords (english): brand management; storytelling; content marketing; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:722530
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-10-03 13:38:16