Kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji

master's thesis

• Title (english): Creating New Product Brands in the Croatian Food Industry
• Author: Ana Martinić
• 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: 2022-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Tema ovog diplomskog rada je kreiranje novih proizvodnih brendova u hrvatskoj prehrambenoj industriji koje ovisi o brojnim čimbenicima i složenom procesu brendiranja. Cilj rada bio je istražiti kako nastaju novi brendovi, kojim strategijama se postiže diferencijacija i dodana vrijednost brenda te kako izgleda razvojni proces brenda po fazama. Navedene i druge sastavnice analizirane su na primjerima četiri mlada hrvatska brenda – Kravica Kraljica, Boom Box, EKIPA Kombucha i Adorable. Krajnja namjera provedenog istraživanja koje se temelji na metodama studije slučaja i dubinskog intervjua bila je zaključiti kako su ovi hrvatski proizvodni brendovi od običnih proizvoda stekli status brendova, odnosno kako ga nastoje steći i održati. S obzirom na to da suvremeni potrošači, prilikom svake kupnje proizvoda, uz sam proizvod zahtijevaju i neku vrijednost više te novo autentično iskustvo, postojanje snažnog brenda igra veliku ulogu na današnjem tržištu obilja. Brendovi su tako postali dio naše svakodnevice, a njihova važnost raste iz dana u dan. Uz njih se vezuju iskustvo potrošača i osjećaji koje kreiraju svojim proizvodima, ponašanjem i komunikacijom, a izgradnja svakog brenda ovisi o kvaliteti, emocijama, dosljednosti, postojanosti i sustavnosti te priči koja stoji iza njega.

Abstract (english)

This paper examines the creation of new product brands in the Croatian food industry, the process of which depends on numerous factors and a complicated branding process. The aim was to look into how new brands are made, what strategies are implemented to ensure the differentiation and the added value of brands, as well as to examine the stages of brand development. These and other elements were analyzed by looking at four young Croatian brands – Kravica Kraljica, Boom Box, EKIPA Kombucha, and Adorable. The ultimate intention was to discover how these product brands went from generic products to brands and how they plan to maintain that status. Since modern-day consumers demand an added value and a more authentic experience when purchasing any product, the existence of a strong brand plays a vital role in today’s market of abundance. Brands have thus become part of everyday life, gaining in importance every day. Consumers associate experiences and feelings with brands because brands create products, behaviors, and communication. The design of each brand relies on quality, emotions, consistency, persistence, and the systematic nature of the story that lies behind a brand.

• Keywords: proizvodni brendovi; brendiranje; prehrambena industrija; Kravica Kraljica; Boom Box; EKIPA Kombucha; Adorable; strateško upravljanje brendovima
• Keywords (english): product brands; branding; food industry; Kravica Kraljica; Boom Box; EKIPA Kombucha; Adorable; strategic brand management
• Language: croatian
• URN:NBN: urn:nbn:hr:114:571091
• 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: 2022-08-11 07:53:54