LOGO IN BRANDING STRATEGY

Ovaj završni rad bavi se teorijskom i praktičnom obradom teme „Uloga logotipa u strategiji upravljanja markom“. Prvenstveno će se definirati pojam marke te njene važnosti upravljanja u elementima identiteta marke. Drugim riječima, u kratkim crtama opisat će se svi elementi identiteta marke, a ponajviše element logotipa, njegovo utjecanje na potrošača, cilj stjecanja ugleda i važnosti na tržištu. Analiziranjem ankete koja se provela putem društvenih mreža, cilj je utvrditi važnost i elemente logotipa u percepciji potrošača, komparacija dva svjetska branda ''Nike'' i ''Adidas'' i usporediti čiji logotip,dizajn, boja i ostali parametri, potiču potrošača na potrošnju.This thesis deals with the theoretical and practical analysis of the subject “Role of the logo in the strategy of brand management”. The main focus of the thesis is to define the notion of a brand and its importance in managing the elements of brand identity. The thesis will briefly describe the elements of brand identity focusing on the logo element, its impact on the consumer and the goal of gaining renown and importance in the market. The aim of the analysis of data from an opinions poll conducted on social networks is to determine the importance and the elements of the logo in the eyes of consumers by comparing two world-renowned brands “Nike” and “Adidas” and determining whose logo, design, color and other parameters stimulates the consumer to purchase the product