prikaz prve stranice dokumenta BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE
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undergraduate thesis
BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE
Zagreb: Zagreb School of Business, 2018. urn:nbn:hr:180:281462
Vlajić, Jasenka
Zagreb School of Business

Institutional repository: Repository ZSB

Cite this document

Vlajić, J. (2018). BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:281462

Vlajić, Jasenka. "BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE." Undergraduate thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:281462

Vlajić, Jasenka. "BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE." Undergraduate thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:281462

Vlajić, J. (2018). 'BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE', Undergraduate thesis, Zagreb School of Business, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:281462

Vlajić J. BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2018 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:180:281462

J. Vlajić, "BRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE", Undergraduate thesis, Zagreb School of Business, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:180:281462

Metadata
TitleBRENDIRANJE PREHRAMBENIH PROIZVODA ZAGREBAČKE ŽUPANIJE
Title (english)Branding food products of Zagreb County
AuthorJasenka Vlajić
MentorSanja Rocco (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2018-10-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj završni rad bavi se brendiranjem prehrambenih proizvoda Zagrebačke županije s posebnim osvrtom na stvaranje i razvoj zajedničke robne marke te zaštitom njenih tradicionalnih i autohtonih prehrambenih proizvoda. Zbog procesa globalizacije razvoj marke važan je za proizvođače, ali i za potrošače koji se okreću prepoznatljivim domaćim proizvodima koji nose jednu od oznaka kvalitete. Zagrebačka županije je kroz razvoj zajedničke robne marke, povećala gospodarski rast i prepoznatljivost cijele regije stvarajući tako dodatnu vrijednost proizvoda. Kroz teorijski prikaz pojašnjena je važnost izgradnje identiteta brendova koje potrošači trebaju doživjeti kao jedinstvene i prepoznatljive značajke marke. Brend svojim imidžom komunicira određene vrijednosti nekog proizvoda prema ciljanim skupinama potrošača. U radu su definirani osnovni pojmovi kao što su robna marka, brendiranje, identitet, imidž, autohtoni proizvodi. Detaljnije se istražuje kako se razvijala izgradnja prve robne marke Zagrebačke županije - Samoborske salame, s naglaskom na njezin vizualni identitet. Opisani su primjeri razvoja svih ostalih prehrambenih proizvoda koji nose oznaku robne marke Zagrebačke županije te prvi zaštićeni gastronomski proizvod Rudarska greblica. U izradi ovog rada korišteni su sekundarni podaci iz relevantne literature te metode deskripcije i analize različitih dostupnih podataka. Nakon provedene analize zaključuje se da je brendiranje prehrambenih proizvoda Zagrebačke županije doprinijelo konkurentnosti njenih lokalnih proizvođača na tržištu.
Abstract (english)
This final paper deals with branding of Zagreb County's food products with a special emphasis on the creation and development of a common brand and the protection of its traditional and indigenous food products. Because of the globalization process, brand development is important for manufacturers as well as for consumers who turn to recognizable domestic products that carry one of the quality labels. Through the development of a common brand Zagreb County has increased the economic growth and recognition of the whole region, adding value to the product. The importance of developing brand identity, which consumers need to experience as unique and recognizable brand features, has been explained through the theoretical overview. Brand uses its image to communicate certain values of a product to target groups of consumers. The paper defines basic concepts such as brand, branding, identity, image, indigenous products. The development of Zagreb County's first brand – Samoborska salama – is explored in greater detail, focusing on its visual identity. Examples of development of all other food products bearing the trademark of Zagreb County and the first protected gastronomic product Rudarska greblica are described in the paper. Secondary data from relevant literature sources, descriptive methods and analysis of various available data were used in the writing of this paper. The analysis leads to the conclusion that the marketing of Zagreb County's food products has contributed to the competitiveness of its local products on the market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:281462
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-10-04 07:16:24