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master's thesis
Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti
Zagreb: University of Zagreb, The Faculty of Political Science, 2017. urn:nbn:hr:114:278910
Cindrić, Iva
University of Zagreb
The Faculty of Political Science
Department of Journalism and Media Production

Institutional repository: FPSZG repository

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Cindrić, I. (2017). Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:278910

Cindrić, Iva. "Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:278910

Cindrić, Iva. "Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:278910

Cindrić, I. (2017). 'Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:278910

Cindrić I. Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2017 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:278910

I. Cindrić, "Brendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:114:278910

Metadata
TitleBrendiranje slavonsko-srijemsko-baranjskih vina - analiza pokušaja i mogućnosti
Title (english)The Branding of Slavonia-Srijem-Baranja Wines: an Analysis of Current Attempts and Possibilities
AuthorIva Cindrić
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberHelena Popović (član povjerenstva)
Committee memberDunja Majstorović (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Journalism and Media Production)
Zagreb
Defense date and country2017-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Razvojem vinogradarstva i kulture ispijanja vina u Hrvatskoj, svaka regija zasebno radi na brendiranju i pozicioniranju svojih vina na hrvatsko tržište, ali i šire. Istočna Hrvatska u tom radu zaostaje te njihova vina nisu toliko prepoznata na tržištu. Uvelike se radi na poboljšanju procesa proizvodnje te na svim tehničkim aspektima uzgoja grožđa za proizvodnju kvalitetnih vina, ali nakon proizvodnje tih vina slabo se ulaže u njihovo pozicioniranje na tržištu. Također, Istočna Hrvatska se ne može pohvaliti velikim brojem autohtonih sorti kao neke druge regije pa kao takva ima problem s pozicioniranje svojih sorti koje kod čovjeka koji nije vrsni poznavalac vina neće izazvati želju za kušanjem. Cilj ovoga rada je uvidjeti koliko vinarije s područja Istočne Hrvatske ulažu u promicanje, brendiranje i pozicioniranje svojih vina. U istraživačkom dijelu rada se razgovorom s zaposlenicima vinarija pokušalo saznati koliko je brendiranje proizvoda važno za vinariju te kolike su mogućnosti bredniranja Istočne Hrvatske kao vinske regije koja će biti prepoznata u Hrvatskoj, ali i šire. Polazišna teza je da vinarije Istočne Hrvatske nemaju razvijeni brend koji je prepoznat u ostalim dijelovima Hrvatske.
Abstract (english)
With the development of wine growing and the culture of wine drinking in Croatia, each region separately is working on branding and positioning its wines on the Croatian market but also outside of Croatia. Eastern Croatia in this work falls behind and their wines are not so well recognized on the market. Wineries are working to improve the production process and all the technical aspects of grapes for the production of quality wines, but after the production of these wines, is poorly invested in their position on the market. Also, Eastern Croatia can not boast with a large number of autochthonous varieties like some other regions, and as such it has problems with positioning its varieties that in a man who is not a skilled wine expert will not induce wish for tasting. The aim of this paper is to find out how much wineries from Eastern Croatia are investing in the promotion, branding and positioning of their wines. In the research part of the paper, it is talked with the wine-growers to find out how much the product branding is important for the winery and what are the possibilities of branding Eastern Croatia as wine regions that will be recognized in Croatia as well as wider. The starting point is that the wineries of Eastern Croatia do not have a developed brand that is recognized in other parts of Croatia.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:278910
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 conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-10-25 10:04:37