Brand Management: Corporate vs. Personalized Brands

U ovom radu istražuju se način brendiranja korporativnih kompanija u odnosu na personalizirane kompanije. Za potrebe istraživanja napravljen je teorijski okvir u kojem su definirane ključne teme poput brendiranja, društvenih mreža i influencera. Istraživanje se temelji na dva korporativna brenda – Schwarzkopf i Maybelline i dva personalizirana brenda – Gisou i Huda Beauty. Cilj je ustanoviti koliko su uspješne kompanije koje se tradicionalno smatraju tržišnim gigantima u suprotnosti s brendovima koji su novi na tržištu i koji su osnovani od strane influencera. Uz pomoć analize jedne od najpopularnijih društvenih mreža današnjice, Instagrama, napravljena je analiza komunikacije uz pomoć koje je u cilju bilo doznati uspješnost komunikacije prijašnje navedenih kompanija.
This paper investigates the way of branding corporate companies in relation to personalized companies. For the purposes of the research, a theoretical framework was created in which key topics, such as branding, social networks and influence were defined. The research is based on two corporate brands - Schwarzkopf and Maybelline and two personalized brands - Gisou and Huda Beauty. The aim is to establish how successful companies, that are traditionally considered market giants, are in contrast to brands that are new to the market and that have been established by influencers. An analasys was done on one of the most popular social networks today, Instagram, were it was trying to be determained the succes of communication of the previously mentioned companies.