Strategije brendiranja vojnog poziva

undergraduate thesis

• Title (english): Military Branding Strategies
• Author: Stefan Španić
• Mentor: Božo Skoko (mentor)
• Mentor: Marina Svrze (komentor)
• Committee member: Lidija Kos-Stanišić (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Marina Svrze (član povjerenstva)
• Granter: University of Zagreb; (Croatian Defence Academy "Dr. Franjo Tuđman"); Zagreb
• Defense date and country: 2022-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Interdisciplinary Social Sciences

Abstract

U prvome dijelu rada objasnit ćemo značenje pojmova brend i brendiranje te analizirati značaj
kvalitetnog vizualnog dojma u komunikaciji i prezentaciji. U nastavku će se sagledati trenutna
situacija u Sjedinjenim Američkim Državama glede pristupanja mladih u vojsku te će biti
prikazana analizira strategija i marketinških tehnika kojima se SAD služi prilikom brendiranja
vojnog poziva. Nakon što se prouče prednosti američkog modela, fokus rada prebacit će se na
Oružane snage Republike Hrvatske. Razradit će se termini poput identiteta i imidža OSRH
odnosno vizualnog identiteta OSRH. Sagledat će se mišljenja mladih o vojsci i njihova
zainteresiranost za služenje. U radu ćemo se osvrnuti na dosadašnje metode brendiranja,
promidžbe i načine pozicioniranja u odnosu na ciljanu publiku i analizirati što se od korisnih
američkih strategija može prilagoditi hrvatskom sustavu. Svrha ovoga rada je doprinos
cjelokupnom razvoju brenda, kako evaluacijom trenutnog stanja, tako i kreiranjem konkretnih
operativnih strategija koje će Oružane snage Republike Hrvatske moći koristiti prilikom
brendiranja vojnog poziva u bližoj budućnosti.

Abstract (english)

In the first part of this paper we will explain the meaning of the terms brand and branding, as
well as analyze the importance of high quality visual impression in communication and
presentation. The current situation in the United States regarding the enlistment of young people
in the military will be reviewed below, and an analysis of the strategies and marketing
techniques used by the United States in branding a military vocation will be presented. After
studying the advantages of the American model, the focus of work will shift to the Armed Forces
of the Republic of Croatia (OSRH). Terms such as the identity and image of the OSRH or the
visual identity of the OSRH will be further explored. The opinions of young people about the
army and their interest in serving will be considered. In this paper, we will look at the current
methods of branding, promotion and ways of positioning in relation to the target audience and
analyze which of the useful American strategies can be adapted to the Croatian system. The
purpose of this paper is to contribute to the overall development of the brand, both by evaluating
the current situation and by creating specific operational strategies that the Armed Forces of the
Republic of Croatia will be able to use when branding a military vocation in the near future.

• Keywords: brend; brendiranje; Oružane snage Republike Hrvatske; Hrvatska vojska; vojni poziv
• Keywords (english): brand; branding; Croatian Armed Forces; Croatian Army
• Language: croatian
• URN:NBN: urn:nbn:hr:249:975101
• Study programme: Title: Military Leadership and Management; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) vojnog vođenja i upravljanja (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) vojnog vođenja i upravljanja)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2023-01-31 10:02:01