Influence of social networks on consumer brand awareness

Brand je prepoznatljiva oznaka ili ime nekog proizvoda i usluga, koje potrošači smatraju kvalitetnim. Stvaranje branda nije nimalo laka misija, potrebno je provesti pravu strategiju koja će brand pozicionirati na tržište i očuvati dugoročno njegovo mjesto. Na tržištu dominiraju velike tvrtke koje svakodnevno ulažu u svoje oglašivačke aktivnosti, te je stoga nužno da bi bili prepoznatljivi i jedinstveni, kontinuirano raditi na brendiranju svoga proizvoda. Svjedoci smo eksploziji društvenih mreža te njihovoj moći uvjeravanja i utjecaja na ljude. Tvrtke sve više ulažu u svoju promociju putem društvenih mreža s ciljem djelovanja na ciljnu skupinu potrošača. Cilj ovog rada jest upravo to, istražiti oglašavanje brandova u digitalnom dobu s naglaskom na društvene mreže te njihov utjecaj na potrošače.Brand is a recognizable mark or a name of a product or service, which is known amongst consumers for its quality. Branding is not an easy mission, it is necessary to implement the right strategy that will position the brand in the market and maintain the its place in the long term. The market is dominated by large companies that invest daily in their advertising activities, and it is therefore necessary to be recognizable and unique, to continue working on branding their products. We are witnesses of the explosion of social networks and their power of persuasion and influence on people. Companies are increasingly investing on its promotion through social networks with a view to acting on the target group of consumers. The goal of this paper is just that, to explore advertising brands in the digital age with a focus on social networks and their impact on consumers