SERVICE BRAND IDENTITY ANALYSIS

U radu se provodi raščlamba karakteristika identiteta marke. Najprije se definira pojam identiteta marke, a potom se redefinira, analizira i sintetizira pojam imidža marke. Identitet i imidž marke prikazuju se s komunikacijskog i semiotičkog aspekta i komparira s ulogom mita i samopredodžbe potrošača. Cilj je istražiti, predstaviti i analizirati identitet i imidž marke usluge sukladno potrošačevoj paradigmi. Rad se sastoji od tri dijela. U prvom dijelu analizira se identitet marke sa semiotičkog i psihološkog aspekta, a u drugom dijelu se raspravlja i analizira sadržaj imidža marke. Na kraju se raspravlja o doživljenoj kvaliteti usluge. Marka je ponajprije potrošačka impresija pa tek potom spoznajna vrijednost. Izgradnja marke podrazumijeva stvaranje razlike, a stvaranje se odvija pomoću mentalnih struktura potrošača. Imidž promatramo kao rezultat komunikacijskog procesa, ali i kao potrošačku predodžbu i iskustvo. Imidž usluge stvaraju podjednako zaposlenici i neposredno iskustvo potrošača. Zaključuje se da uloga doživljene kvalitete usluge proizlazi iz zadovoljstva potrošača i imidža poduzeća.The paper analyses the characteristics of brand identity. The notion of brand identity is first defined, and then the notion of brand image is redefined, analysed and synthesized. The identity and image of the brand is presented from a communicative and semiotic aspect and compared with the role of myth and consumer self-image. The aim is to research, present and analyse the identity and image of the service brand in accordance with the consumer paradigm. The paper consists of three parts. The first part analyses the brand identity from a semiotic and psychological aspect, and the second part discusses and analyses the content of the brand image. Finally, the perceived quality of service is discussed. The brand is first of all a consumer impression and only then a cognitive value. Brand building involves making a difference, and creation takes place using the mental structures of consumers. We view the image as a result of the communication process, but also as a consumer image and experience. The image of the service is created equally by the employees, but also by the immediate experience of the consumers. It is concluded that the role of perceived service quality arises from consumer satisfaction and corporate image