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master's thesis
Brendiranje proizvoda na primjeru maslinovog ulja Luna
2015. urn:nbn:hr:143:365515
Badurina, Juliana
Polytechnic of Sibenik
Management

Cite this document

Badurina, J. (2015). Brendiranje proizvoda na primjeru maslinovog ulja Luna (Master's thesis). Šibenik: Polytechnic of Sibenik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:365515

Badurina, Juliana. "Brendiranje proizvoda na primjeru maslinovog ulja Luna." Master's thesis, Polytechnic of Sibenik, 2015. https://urn.nsk.hr/urn:nbn:hr:143:365515

Badurina, Juliana. "Brendiranje proizvoda na primjeru maslinovog ulja Luna." Master's thesis, Polytechnic of Sibenik, 2015. https://urn.nsk.hr/urn:nbn:hr:143:365515

Badurina, J. (2015). 'Brendiranje proizvoda na primjeru maslinovog ulja Luna', Master's thesis, Polytechnic of Sibenik, accessed 07 June 2023, https://urn.nsk.hr/urn:nbn:hr:143:365515

Badurina J. Brendiranje proizvoda na primjeru maslinovog ulja Luna [Master's thesis]. Šibenik: Polytechnic of Sibenik; 2015 [cited 2023 June 07] Available at: https://urn.nsk.hr/urn:nbn:hr:143:365515

J. Badurina, "Brendiranje proizvoda na primjeru maslinovog ulja Luna", Master's thesis, Polytechnic of Sibenik, Šibenik, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:143:365515

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Metadata
TitleBrendiranje proizvoda na primjeru maslinovog ulja Luna
Title (english)PRODUCT BRANDING ON THE EXAMPLE OF OLIVE OIL „LUNA“
AuthorJuliana Badurina
MentorJelena Šišara (mentor)
Committee memberIvica Poljičak
Committee memberNikolina Gaćina
Committee memberJelena Šišara
GranterPolytechnic of Sibenik
(Management)
Šibenik
Defense date and country2015-03-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha rada je pronaći način na koji je moguće razviti brend maslinova ulja „Luna“ od raritetnih lunjskih maslina i način stjecanja konkurentne tržišne pozicije. Opisani su koraci provedbe procesa brendiranja na svim hijerarhijskim razinama u organizaciji te važnost izgradnje identiteta i imidža brenda kao i najzastupljeniji modeli brendiranja koji se koriste u suvremenoj praksi; emocionalno brendiranje, kulturološko brendiranje, personifikacija i viralno brendiranje. Analizira se okruženje u djelatnosti maslinarstva na razini RH, ali i na globalnoj razini te se analiziraju osobine ciljnih tržišnih segmenata kupaca. Temeljem prikupljenih informacija o stanju na tržištu i osobinama kupaca, utjecaju referentnih skupina i modelu donošenja odluka o kupnji, donosi se odluka o pozicioniranju maslinova ulja „Luna“. Opravdanost ulaska u projekt obrade lunjskih maslina argumentirana je značajem i specifičnosti maslina s ovog područja, opisom karakteristika maslinova ulja lunjskih maslina i činjenicom da ovo područje ispunjava kriterije za zaštitu UNESCO-a što je važna podloga u procesu brendiranja.
Abstract (english)
The purpose of this paper is to find a way in which it is possible to develop a brand of olive oil "Luna" and gain competitive market position. The steps in process of branding at all hierarchical levels and the importance of identity and brand image as well as the most common models of branding used in contemporary practice; emotional branding, cultural branding, personification and viral branding. It analyzes environment in olive growing activities at the national level, but also at the global level and analyzes the characteristics of the target market segments of customers. Based on the information gathered about the market situation and characteristics of customers, the impact of the reference group and the model of decision-making on purchase, decision is made about positioning of olive oil "Luna". Justification for the project is argumented by importance and specificity of olive trees in this area, and the characteristics of this olive oil and the fact that this area meets the criteria for the protection of UNESCO which is an important foundation in the branding process.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:365515
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-02-05 13:19:26