prikaz prve stranice dokumenta Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji
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master's thesis
Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji
Zagreb: University of Zagreb, The Faculty of Political Science, 2022. urn:nbn:hr:114:571091
Martinić, Ana
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Martinić, A. (2022). Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:571091

Martinić, Ana. "Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:571091

Martinić, Ana. "Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:571091

Martinić, A. (2022). 'Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:571091

Martinić A. Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2022 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:114:571091

A. Martinić, "Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:114:571091

Metadata
TitleKreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji
Title (english)Creating New Product Brands in the Croatian Food Industry
AuthorAna Martinić
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
Committee memberBoris Beck (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2022-07-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Tema ovog diplomskog rada je kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji koje ovisi o brojnim čimbenicima i složenom procesu brendiranja. Cilj rada bio je istražiti kako nastaju novi brendovi, kojim strategijama se postiže diferencijacija i dodana vrijednost brenda te kako izgleda razvojni proces brenda po fazama. Navedene i druge sastavnice analizirane su na primjerima četiri mlada hrvatska brenda – Kravica Kraljica, Boom Box, EKIPA Kombucha i Adorable. Krajnja namjera provedenog istraživanja koje se temelji na metodama studije slučaja i dubinskog intervjua bila je zaključiti kako su ovi hrvatski proizvodni brendovi od običnih proizvoda stekli status brendova, odnosno kako ga nastoje steći i održati. S obzirom na to da suvremeni potrošači, prilikom svake kupnje proizvoda, uz sam proizvod zahtijevaju i neku vrijednost više te novo autentično iskustvo, postojanje snažnog brenda igra veliku ulogu na današnjem tržištu obilja. Brendovi su tako postali dio naše svakodnevice, a njihova važnost raste iz dana u dan. Uz njih se vezuju iskustvo potrošača i osjećaji koje kreiraju svojim proizvodima, ponašanjem i komunikacijom, a izgradnja svakog brenda ovisi o kvaliteti, emocijama, dosljednosti, postojanosti i sustavnosti te priči koja stoji iza njega.
Abstract (english)
This paper examines the creation of new product brands in the Croatian food industry, the process of which depends on numerous factors and a complicated branding process. The aim was to look into how new brands are made, what strategies are implemented to ensure the differentiation and the added value of brands, as well as to examine the stages of brand development. These and other elements were analyzed by looking at four young Croatian brands – Kravica Kraljica, Boom Box, EKIPA Kombucha, and Adorable. The ultimate intention was to discover how these product brands went from generic products to brands and how they plan to maintain that status. Since modern-day consumers demand an added value and a more authentic experience when purchasing any product, the existence of a strong brand plays a vital role in today’s market of abundance. Brands have thus become part of everyday life, gaining in importance every day. Consumers associate experiences and feelings with brands because brands create products, behaviors, and communication. The design of each brand relies on quality, emotions, consistency, persistence, and the systematic nature of the story that lies behind a brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:571091
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-08-11 07:53:54