Access restricted to higher education institution's students and staff
master's thesis
PRODUCT BRANDING ON THE EXAMPLE OF OLIVE OIL „LUNA“

Juliana Badurina
Metadata
TitleBrendiranje proizvoda na primjeru maslinovog ulja Luna
AuthorJuliana Badurina
Mentor(s)Jelena Šišara (thesis advisor)
AbstractSvrha 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.
Keywordsbranding olive oil marketing communication promotion
Parallel title (English)PRODUCT BRANDING ON THE EXAMPLE OF OLIVE OIL „LUNA“
Committee MembersIvica Poljičak
Nikolina Gaćina
Jelena Šišara
GranterVeleučilište u Šibeniku
Lower level organizational unitsMenadžment
PlaceŠibenik
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement
Academic title abbreviationSruč.spec.oec.
Genremaster's thesis
Language Croatian
Defense date2015-03-18
Parallel 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.
Parallel keywords (Croatian)brendiranje maslinovo ulje marketinško komuniciranje promocija
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://creativecommons.org/licenses/by-nc-nd/3.0/hr/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:143:365515
CommitterNives Paškov Milošević