Market power of advertising on the example of the beer industry

Osnovna tema ovog diplomskog rada je određivanje načina na koji je građena struktura identiteta pivskih brandova Zagrebačke pivovare, Karlovačke pivovare te Carlsberg Hrvatske u televizijskim spotovima. Brand identitet podrazumijeva niz asocijacija za koje oglašivači žele da ostanu u svijesti potrošača, a u radu će biti analiziran kroz četiri struktruralna elementa - funkcionalne, emocionalne i socijalne karakteristike te brand personality. Teorijski dio rada vezan uz oglašavanje, oglase, komunikacijsku vrijednost oglašavanja, dopunjen je istraživanjem kako bi se odredila brand arhitektura pivskih brandova, koji su apeli korišteni u njihovom oglašavanju te koje su dimenzije branda zastupljene u analiziranim televizijskim oglasima. Prilikom provođenja istraživanja korištena je kombinacija kvantitativne i kvalitativne analize sadržaja, a analizirani uzorak obuhvaća deset reklamnih televizijskih spotova u kategoriji piva. Rezultati istraživanja pokazali su kako su se copywriteri analiziranih oglasa koristili mnogim pozitivnim apelima, poput apela na humor, zabavu, apelima usmjerenima na stil života kako bi se što više približili svojoj publici. Od dimenzija branda u analiziranim oglasima najviše su istaknute socijalna i mentalna, a potom i funkcionalna dimenzija branda, dok je najmanje istaknuta duhovna dimenzija branda.The main topic of this thesis is to determine ways in which Zagreb Brewery (Zagrebačka pivovara), Karlovac Brewery (Karlovačka pivovara) and Carlsberg Croatia build their brand identity in television commercials. Brand identity includes a number of associations used by advertisers in order to keep them in the conscience of consumers of their products, and this thesis will analyse the brand identity through four structural elements – functional, emotional and social characteristics and brand personality. Theoretical part of the thesis related to advertising, ads and communication value of advertising, was completed with a research that determines the brand architecture of the beer brands, which appeals were used in their advertising, and which brand dimensions were represented in analysed television ads. During the research a combination of quantitative and qualitative content analysis was used, while analysed sample includes ten promotional television commercials in the beer category. The results of the research showed that copywriters of the analysed ads have been using many positive appeals, such as humour and entertainment appeals, and those appeals aimed towards lifestyle to get closer to their audience. Regarding the brand dimensions of analysed advertisements, the most prominent were social and mental dimensions, followed by the functional dimension of the brand, while the least prominent was spiritual dimension of the brand