Parfemi Nusha i Mattan: kako stvoriti vlastiti brend?

master's thesis

• Title (english): Nusha and Mattan Perfumes: How to Create One's Own Brand?
• Author: Nikolina Žužul
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-06-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad se bavi procesom brendiranja i načinom na koji se brendovi stvaraju. Analizira se svrha i učinci brandinga te ključni elementi koji su važni za cjelokupan proces. Naglasak se stavlja na hr- vatski proizvod parfema koji svoj brending temelji na autentičnoj priči, odnosno prati se proces od same ideje do njene realizacije. U tome se kontekstu analizira brend “Nusha i Mattan” to jest parfemi koji su u kratkom vremenskom roku postali prepoznatljivi na hrvatskom tržištu. Svoj brending teme- lje na emocionalnom i senzornom brendingu, to jest spajanju emocija sa čulima kako bi se stvorio potpuni doživljaj proizvoda. Prateći aktualne trendove u procesima brendiranja, kroz ovaj proizvod vidljivo je kako je brendiranje ključno za što bolji uspjeh, ali i prepoznatljivost proizvoda. Od velike je važnosti osvijestiti brend u javnosti koji ujedno može pridonijeti i turističkoj promociji jer priča potječe iz Imotskog koji je u posljednje vrijeme sve zanimljivija turistička destinacija. Tako dolazi do sinergije između više elemenata te proizvod dobiva na važnosti. Samim time proces je brendiranja dugotrajan te mu je važno pristupiti ozbiljno od samih početaka te biti dobro upoznat s njime. Upravo zbog toga “Nusha i Mattan” imaju sve predispozicije za stvaranje uspješnog brenda čiji su aduti uni- katna priča, kao i mirisi koji pobuđuju emocije i asociraju na sve ljepote imotskog kraja.

Abstract (english)

The paper is based on the process of branding and how the brands are made. The purpose and the effects of branding are being analyzed with the main elements which are essential for the whole process. Emphasis is put on Croatian perfume products which brand builds on the authentic story from the beginning to the realization. In that context, the brand “Nusha and Mattan” is being analyzed as perfumes that have gone recognized in a short period on the Croatian market. The brand is built on associating emotions with senses on how the true experience of nature can be felt. Following the actual trends in the process of branding, through this project, we can see how branding is the key element for success, as so for the recognition of the product. It is of great importance to introduce the brand to the public because the story comes from a small town called Imotski which has been lately an interesting touristic destination, so in that way, it can contribute to better promotion. Due to that, the process of branding is a long-way and it is a very significant approach from the beginning. There- fore, “Nusha and Mattan” have all the advantages of creating a successful brand with their unique story and scents which invokes all the emotions and the beauty of the landmark of Imotski.

• Keywords: brend; brendiranje; parfemi; Imotski; emocionalni brending; senzorni brending
• Keywords (english): brand; branding; perfumes; Imotski; emotional branding; sensory branding
• Language: croatian
• URN:NBN: urn:nbn:hr:114:821970
• 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: 2020-11-17 08:36:45