Komunikacijske strategije brendiranja na primjeru pića Pipi

This paper explores the presentation of elements within a communication model designed for creating a brand personality. Central to this model is the personification of the brand, realized through the mechanism of meaning transfer and the storytelling. The model is examined through three levels of analysis: a descriptive case study method showcases the characteristics of Pippi Longstocking, character by Astrid Lindgren, which inspired the naming of the Pipi beverage. This is followed by an analysis of Pipi’s communication content through a targeted sample of posts on the social network Instagram. Lastly, the analysis of the content of media texts on the topic of the product Pipi. The findings suggest a partially congruence between the personality of the protagonist of the story Astrid Lindgren and the protagonist in the personified communication of the drink Pipi. Simultaneously, the corporate communication strategy is enhanced by different personalities of Pipi beverage who generate innovative and original content, as recognized through media narratives.