Uloga retro ambalaže u komunikaciji nasljeđa marke

master's thesis

• Title (english): The role of retro packaging in communicating brand heritage
• Author: Dora Kovačević
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Autentičnost, baština, dugogodišnja povijest, temeljne vrijednosti i upravljanje u skladu s njezinom smislenom poviješću samo su neke od odlika marke s nasljeđem. Marke koje se mogu pohvaliti ovim statusom godinama predstavljaju zanimljivo područje istraživanja, međutim nasljeđe marke i utjecaj komunikacije nasljeđa kroz retro ambalažu proizvoda i dalje je neistraženo. Zadnjih nekoliko godina, retro oblik komunikacije postao je jedan od glavnih trendova na tržištu, pogotovo u dizajnu ambalaže. Brojne marke s nasljeđem uvidjele su priliku da putem dizajna ambalaže komuniciraju svoje nasljeđe i tako kod potrošača izazovu nostalgiju i prisjećanje. Ovaj rad fokusirao se na analizu marketinških kampanja dvaju hrvatskih marki koje su poznate po svojoj baštini i često je koriste u svojim komunikacijama – Domaćica keks i Jamnica gazirana voda. Ove marke su povodom obljetnica svog postojanja plasirane u „originalnoj“ ambalaži proizvoda i korištenjem povijesnih simbola, dizajna i tipografije odlučile potrošačima predstaviti dio svog nasljeđa i povijest. Istraživanje za potrebe rada je provedeno na temelju prikupljenih sekundarnih i primarnih podataka te je ispitano na koji način marketinških stručnjaci vide povezanost između nasljeđa i retro ambalaže, dok su ujedno bile i analizirane objave na društvenim mrežama i medijima relevantnim za kampanju. Istraživanje je dovelo do zaključka kako marketinških stručnjaci podržavaju ovaj način upravljanja jer smatraju da osim što je ambalaža jedan od glavnih elemenata komunikacije marke, nasljeđe i povezanost potrošača s markom najveći su atributi, dok je analiza društvenih medija prikazala da potrošači uživaju u retro ambalaži i nostalgičnim osjećajima te prepoznaju nasljeđe marke putem vizualnih stimulansa.

Abstract (english)

Authenticity, heritage, long history, core values and management in accordance with its meaningful history are just some of the features of a heritage brand. Brands that can boast of this status have been an interesting area of research for years. However, the brand heritage and the impact of heritage communication through retro product packaging is still unexplored. In the last few years, the retro form of communication has become one of the main trends in the market, especially in packaging design. Numerous brands with heritage have seen the opportunity to communicate their heritage through packaging design and thus provoke nostalgia and recollection in consumers. This paper is focused on the analysis of marketing campaigns of two Croatian brands that are known for their heritage and often use it in their communications - Domaćica cookies and Jamnica carbonated water. While marking/celebrating their anniversaries, these brands have introduced their “original” product packaging and, by using historical symbols, designs, and typography, have decided to present a part of their heritage and history to consumers. The research was based on secondary and primary data and it examined how marketing experts see the connection between heritage and retro packaging, while also analysing the posts on social networks relevant to the campaign. The research led to the conclusion that marketers support this brand management tactic because they believe that in addition to the packaging being one of the main elements of brand communication, consumer heritage and connection with the brand are the biggest attributes. Additionally, social media analysis showed that consumers enjoy retro packaging and nostalgic feelings and they also recognize the brand’s heritage through visual stimuli.

• Keywords: marka s nasljeđem; retro ambalaža; povijest; baština; komunikacija marke
• Keywords (english): heritage brand; retro packaging; history; brand communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:763325
• 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: Open access
• Created on: 2021-07-13 09:12:01