Zbornik radova Fakulteta tehničkih nauka u Novom Sadu

Industrijsko inženjerstvo i inženjerski menadžment

God. 41 Br. 01 (2026): Зборник радова Факултета техничких наука

MARKETING DOGAĐAJA U FUNKCIJI POZICIONIRANJA BRENDA RED BULL

  • Miljan Svorcan
DOI:
https://doi.org/10.24867/33GI01Svorcan
Predato
January 8, 2026
Objavljeno
2026-03-09

Apstrakt

Rad istražuje ulogu marketinga događaja u procesu izgradnje i jačanja brenda, sa posebnim osvrtom na globalni brend Red Bull. Kroz teorijski okvir prikazuju se osnovne definicije i komponente brenda, kao i karakteristike marketinga događaja kao savremenog alata za tržišnu diferencijaciju. Korišćenjem studije slučaja, analiziraju se konkretne prakse koje Red Bull primenjuje radi stvaranja emocionalne povezanosti sa potrošačima, uključujući organizaciju sopstvenih događaja, sponzorstva i digitalnu distribuciju sadržaja. Cilj rada jeste da ukaže na marketing događaja kao strateški instrument koji prevazilazi promotivne funkcije i aktivno učestvuje u kreiranju dugoročne vrednosti brenda.

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