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master's thesis
Osobno brendiranje vrhunskih kuhara u Hrvatskoj
Zagreb: University of Zagreb, The Faculty of Political Science, 2018. urn:nbn:hr:114:894169
Sedlanić, Petra
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Sedlanić, P. (2018). Osobno brendiranje vrhunskih kuhara u Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:894169

Sedlanić, Petra. "Osobno brendiranje vrhunskih kuhara u Hrvatskoj." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:894169

Sedlanić, Petra. "Osobno brendiranje vrhunskih kuhara u Hrvatskoj." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:894169

Sedlanić, P. (2018). 'Osobno brendiranje vrhunskih kuhara u Hrvatskoj', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 23 March 2025, https://urn.nsk.hr/urn:nbn:hr:114:894169

Sedlanić P. Osobno brendiranje vrhunskih kuhara u Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2018 [cited 2025 March 23] Available at: https://urn.nsk.hr/urn:nbn:hr:114:894169

P. Sedlanić, "Osobno brendiranje vrhunskih kuhara u Hrvatskoj", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:114:894169

Metadata
TitleOsobno brendiranje vrhunskih kuhara u Hrvatskoj
Title (english)Personal Branding of Professional Chefs in Croatia
AuthorPetra Sedlanić
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberDunja Majstorović Jedovnicki (član povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Uzimajući u obzir sve konkurentnije poslovno tržište koje zahtijeva osobno brendiranje te proteklih godina aktualne medijske sadržaje koji tematiziraju hranu i kuhare, ovaj rad istražuje na koji se način brendiraju vrhunski kuhari u Hrvatskoj, koji iza sebe imaju restoransku i medijsku karijeru. Praktična svrha ovog rada je izrada preporuka za brendiranje vrhunskih kuhara u Hrvatskoj, a te su preporuke temeljene na provedenoj studiji slučaja te na teoriji osobnog brendiranja i kontekstu... More izgradnje kuharske karijere. Mate Janković, David Skoko, Ana Ugarković, Tomislav Špiček te Andrej Barbieri ispitanici su provedenih dubinskih intervjua, a njihovi osobni brendovi tema su studije slučaja. Interpretacija rezultata pokazuje kako ispitanici imaju vrsno izgrađene osobne brendove koji sadrže sljedeće karakteristike: kvalitetu, diferencijaciju, priču, promociju i emociju. Svoje osobne brendove izgrađuju i njima upravljaju uglavnom nesvjesnim procesom koji uključuje promišljene poslovne poteze i vješte medijske nastupe. Kao aktivni gastronomski stručnjaci dobivaju interes i povjerenje javnosti. Razvoj turizma i gastronomije, uloga kuhara i prehrane u društvu, razvoj kuharske struke i društveno odgovorno djelovanje, neki su od razloga zašto je utjecaj vrhunskih kuhara bitan. Less
Abstract (english)
Considering the more competitive business market, which demands personal branding, and over the past years trending media content about food and chefs, this paper discovers how professional chefs in Croatia, who have restaurant and media carrier, brand themselves. The practical purpose of this paper is to make recommendations for personal branding of professional chefs in Croatia, and those recommendations are based on the conducted case study and also, on theory of personal branding... More and the context of building a carrier as a chef. Mate Janković, David Skoko, Ana Ugarković, Tomislav Špiček and Andrej Barbieri are the respondents of an in-depth interview, and their personal brands are the theme of this case study. Interpretation of the results shows that respondents have well-built brands which consist the following characteristics: quality, differentiation, story, promotion and emotion. Respondents are building and maintaining their brands by unconscious process which includes thoughtful business moves and skilled media performances. As an active gastronomic experts, they also receive public interest and trust. Development of tourism and gastronomy, chef’s role in society, development of the culinary profession and chef’s socially responsible behaviour, are some of the reasons why chef’s influence is important. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:894169
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 on2018-10-31 08:40:33
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