Brendiranje malih vinarija na poluotoku Pelješcu

master's thesis

• Title (english): Branding of Small Wineries of the Pelješac Peninsula
• Author: Lucija Mrgudić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Vinova loza na Pelješcu je pustila duboke korijene te živi u simbiozi s generacijama Pelješčana. Trud koji se ulaže u vinograde još od davnina, danas je temelj vinarija na Pelješcu, koje svoj brend grade na obiteljskoj tradiciji i kvaliteti. Brojne male obiteljske vinarije s Pelješca danas uspješno grade brend vinarije koje se fokusiraju na kvaliteti, tradiciji i obiteljskom radu, a tržište i javnost to iz godine u godinu sve više prepoznaje.
Više od 100 vinarija broji pelješko vinogorje, a zbog ograničene količine proizvodnje i needuciranosti, većina vinarija nije brendirana te se kroz ovaj rad i uspješne primjere brendiranja prikazuje način brendiranja i mogućnost napretka. Prepoznatljivost i brend vina Dingač i Postup, vinarima s tih područja olakšava posao u profiliranju i brendiranju vinarije, međutim, predstavljanjem svog rada kao posebnog, drugačijeg i pričanjem priče koja odskače od drugih je dugotrajan i zahtjevan posao. Pelješki vinari i vinska regija raspolažu velikim potencijalom te brend treba graditi i razvijati, treba se prilagođavati tržištu i pratiti želje i potrebe publike. Zajedničkim razvojem i djelovanjem na području brendiranja, Pelješac ima priliku na velika vrata ući na svjetsku vinsku scenu.

Abstract (english)

Winemaking and grapevines on Pelješac live in symbiosis with generations of Pelješac residents. The effort that has been invested in vineyards since ancient times, today is the foundation of wineries on Pelješac, which build their brand on family tradition and quality. Numerous small family wineries from Pelješac today are successfully building a brand of wineries that focus on quality, tradition and family work, and the public are increasingly recognizing this from year to year.
More than 100 wineries own vineyards on Pelješac, and due to the limited amount of production and ignorance, most wineries are not branded. Through this thesis successful examples of branding, the way of branding and the possibility of progress are shown. The recognizability and brand of Dingač and Postup wines makes it easier for wine makers from these areas to profile and brand the winery, however, presenting their work as special, different and telling a story that stands out from others is a long and demanding job. Pelješac wine makers and the wine region have great potential, and the brand should be built and developed, it should adapt to the market and follow the wishes and needs of the audience. Through joint development and activities in the field of branding, Pelješac has the opportunity to enter the world wine scene through the big doors.

• Keywords: brendiranje; brendiranje vinarije; mala vinarija; obiteljska vinarija; vinarija; vino; Pelješac; Postup; Dingač; plavac mali
• Keywords (english): branding; winery branding; small winery; family winery; winery; wine; Pelješac; Postup; Dingač; plavac mali
• Language: croatian
• URN:NBN: urn:nbn:hr:114:319185
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-10-29 14:10:17