STRATEGIJA RE-BRENDIRANJA RADIO STANICE U DIGITALNO DOBA
Ključne reči:
Re-brendiranje, brend, radio, dizajn
Apstrakt
Izgradnja brenda je dug, kompleksan i skup proces koji zavisi od mnogo faktora. Tokom tog perioda kompanije svoj brend usavršavaju i oblikuju kako bi stvorili idealnu sliku o sebi u očima potrošača. Zbog kontinuiranog i promenljivog poslovnog okruženja, kompanije su primorane da se menjaju kako bi zadržale status brenda na tržištu i pozicionirale se ispred svojih konkurenata. Te promene su rezultat procesa koji nazivamo re-brendiranje. Radio kao medij uspeo je da preživi i prilagodi se novim tehnologijama iznova i iznova, a u okviru ovog rada prikazan je detaljan proces re-brendiranja radio stanice AS FM.
Reference
[1] J. N. Kapferer, The New Strategic Brand Management: Creating and Sustaining Brand Equity Long, London: Kogan Page, 2004.
[2] S. Nikolić, J. Stanković i A. Dejanović, Brend Menadžement - savremena a(tra)kcija., Novi Sad: FTN, 2015.
[3] T. Melewar i J. Saunders, „Global corporate visual identity systems: Using an extended marketing mix,“ European Journal of Marketing, pp. 538-550, 2000.
[4] T. Melewar, „Determinants of the corporate identity construct: a review of the literature,“ Journal of Marketing Communications, pp. 195-220, 2003.
[5] A. Campbell, Building Brand Identity in the New Economy, Infoworks, 1999.
[6] L. Andreasson i M. Sterling, Brand Personality- Offline versus Online, Luleå University of Technology, 2007.
[7] A. Daly i D. Moloney, „Managing Corporate Rebranding,“ Irish Marketing Review, pp. 30-36, 2004.
[8] L. Muzellec, M. Doogan i M. Lambkin, „Corporate Rebranding – An Exploratory Review,“ Irish Marketing Review, pp. 31-40, 2003.
[9] L. Muzellec i M. Lambkin, „Corporate Rebranding: Destroying, Transferring Or Creating Brand Equity?,“ European Journal of Marketing, 2006.
[10] J. G. Kaikati i A. M. Kaikati, „A Rose by Any Other Name: Rebranding Campaigns That Work,“ Journal Of Business Strategy, pp. 17-23, 2003.
[11] E. Enge, „Mobile vs. Desktop Usage,“ 23 Mart 2020. [Na mreži]. Available: https://www.perficient.com/insights/research-hub/mobile-vs-desktop-usage#:~:text=Globally%2C%2068.1%25%20of%20all%20website,total%20time%20on%20site%20globally..
[12] G. H. Watson, The Benchmarhing Workbook: Adapting best practices for performance, Cambridge: Productivity Press, 1992.
[2] S. Nikolić, J. Stanković i A. Dejanović, Brend Menadžement - savremena a(tra)kcija., Novi Sad: FTN, 2015.
[3] T. Melewar i J. Saunders, „Global corporate visual identity systems: Using an extended marketing mix,“ European Journal of Marketing, pp. 538-550, 2000.
[4] T. Melewar, „Determinants of the corporate identity construct: a review of the literature,“ Journal of Marketing Communications, pp. 195-220, 2003.
[5] A. Campbell, Building Brand Identity in the New Economy, Infoworks, 1999.
[6] L. Andreasson i M. Sterling, Brand Personality- Offline versus Online, Luleå University of Technology, 2007.
[7] A. Daly i D. Moloney, „Managing Corporate Rebranding,“ Irish Marketing Review, pp. 30-36, 2004.
[8] L. Muzellec, M. Doogan i M. Lambkin, „Corporate Rebranding – An Exploratory Review,“ Irish Marketing Review, pp. 31-40, 2003.
[9] L. Muzellec i M. Lambkin, „Corporate Rebranding: Destroying, Transferring Or Creating Brand Equity?,“ European Journal of Marketing, 2006.
[10] J. G. Kaikati i A. M. Kaikati, „A Rose by Any Other Name: Rebranding Campaigns That Work,“ Journal Of Business Strategy, pp. 17-23, 2003.
[11] E. Enge, „Mobile vs. Desktop Usage,“ 23 Mart 2020. [Na mreži]. Available: https://www.perficient.com/insights/research-hub/mobile-vs-desktop-usage#:~:text=Globally%2C%2068.1%25%20of%20all%20website,total%20time%20on%20site%20globally..
[12] G. H. Watson, The Benchmarhing Workbook: Adapting best practices for performance, Cambridge: Productivity Press, 1992.
Objavljeno
2023-02-04
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
