Kreiranje brenda maslinovog ulja otoka Šipana

master's thesis

• Title (english): Branding of Olive Oil of the Island of Šipan
• Author: Nikoleta Boroje
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Domagoj Bebić (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

Ovaj rad se bavi temom kreiranja brenda maslinova ulja otoka Šipana koji je još od davnina poznat po maslinama. Provedeno je istraživanje u obliku intervjua s aktivnim proizvođačima maslinovog ulja na otoku kako bi se ispitala njihova percepcija i svijest o potencijalnosti šipanskog maslinovog ulja kao brenda. Analiza okruženja i podaci iz intervjua će poslužiti kao podloga za prijedloge mogućeg brendiranja ulja. U radu se daje pregled literature u području teorijskog određenja brenda, brendiranja, odnosa brenda i proizvoda, brendiranja u prehrambenoj industriji i koncepta zemlje podrijetla. Navedeni su svjetski i hrvatski primjeri uspješnih brendova maslinovih ulja. Nadalje, opisane su općenitosti o Šipanu koje važe kao njegov identitet te značaj maslinarstva kroz godine. Polazna pretpostavka je bila da proizvođači maslinova ulja ne ulažu ili da nedovoljno ulažu u brendiranje svojeg maslinovog ulja te da nisu svjesni važnosti brendiranja, međutim ispostavilo se drugačije. Rezultati istraživanja su pokazali da su proizvođači svjesni brendiranja i toga da maslinovo ulje otoka Šipana ima sve temelje da izgradi svoj brend. Utvrđeno je da postoji čitav splet drugih okolnosti koji sprečavaju proizvođače da krenu u razvitak svojeg brenda. Isto tako su utvrđene posebne karakteristike koje ga zasigurno mogu diferencirati od konkurencije. Na temelju dobivenih informacija su dani vlastiti prijedlozi za brendiranje u budućnosti.

Abstract (english)

This paper deals with the theme of branding of olive oil of the Island of Šipan, which has been known for its olive trees since ancient times. A survey was conducted in the form of interviews with olive oil producers that are currently active on the island to examine their perceptions and awareness of the potential of Šipan's olive oil as a brand. The analysis of the environment and the information obtained through the interview will serve as a basis for making suggestions for the branding of the olive oil. The paper also reviews literature on theoretical definition of brand and branding, the relationship between brand and product, branding in the food industry and it also discusses the concept of country of origin.. The following part is decribing world and Croatian examples of successful olive oil brands. Furthermore, the general information about the island of Šipan as his identity, as well as the olive cultivation of the island through the years and its importance are described. The results of the research showed that the producers are aware of the branding and that the olive oil of the island of Šipan has all the foundations to build its brand. It has been identified that there is a whole mix of other circumstances that prevent producers from embarking on the development of their brand. There have also been identified specail features and characteristics that can certainly differentiate Šipan's olive oil form its competition. Based on the provided information, suggestions were made for future branding.

• Keywords: brend; brendiranje; brendiranje maslinova ulja; otok Šipan; maslinovo ulje; maslinarstvo
• Keywords (english): brand; branding; branding of olive oil; the island of Šipan; olive oil; olive growing
• Language: croatian
• URN:NBN: urn:nbn:hr:114:182418
• 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: Closed access
• Created on: 2020-11-19 11:52:19