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master's thesis
Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga
2024. urn:nbn:hr:251:289732
Lazar, Anja
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Lazar, A. (2024). Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:289732

Lazar, Anja. "Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:289732

Lazar, Anja. "Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:289732

Lazar, A. (2024). 'Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 02 October 2024, https://urn.nsk.hr/urn:nbn:hr:251:289732

Lazar A. Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 October 02] Available at: https://urn.nsk.hr/urn:nbn:hr:251:289732

A. Lazar, "Važnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:289732

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Metadata
TitleVažnost reputacije u upravljanju brendom - studija slučaja brenda Balenciaga
Title (english)The importance of reputation in brand management - a case study of the Balenciaga brand
AuthorAnja Lazar
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberMarija Šain (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-08-29, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
U ovom se diplomskom radu istražuje složena dinamika između korporativne reputacije, imidža i brendiranja u kontekstu kriznog komuniciranja, koristeći brend Balenciagu kao studiju slučaja. Studija započinje definiranjem ključnih pojmova kao što su reputacija i korporativna reputacija, istražujući rizike povezane s reputacijom i strategije za njezin oporavak. Također se analizira utjecaj reputacije na vrijednost tvrtke. Zatim se razrađuju definicije imidža i identiteta, s posebnim naglaskom na korporativni identitet i imidž. Raspravlja se o odnosu između brenda i brendiranja, ističući važnost korporativnog brendiranja. Središnji se dio rada bavi kriznim komuniciranjem, s posebnim naglaskom na upravljanje krizom. Koristeći nedavnu krizu Balenciage kao studiju slučaja, istražuje se povijest brenda, priroda krize i odgovor tvrtke. Kritički se analizira utjecaj krize na reputaciju brenda Balenciage.
Abstract (english)
In this thesis, the complex dynamics between corporate reputation, image, and branding in the context of crisis communication are examined, using the brand Balenciaga as a case study. The study begins by defining key concepts such as reputation and corporate reputation, exploring the risks associated with reputation and strategies for its recovery. The impact of reputation on a company's value is also analyzed. Next, the definitions of image and identity are elaborated, with a particular focus on corporate identity and image. The relationship between brand and branding is discussed, highlighting the importance of corporate branding. The core of the thesis addresses crisis communication, with a special emphasis on crisis management. Using Balenciaga's recent crisis as a case study, the research explores the brand's history, the nature of the crisis, and the company's response. The impact of the crisis on Balenciaga's brand reputation is critically analyzed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:289732
Study programmeTitle: MA in Media and Public Relations (single major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-17 07:38:57