Osobno brendiranje vrhunskih kuhara u Hrvatskoj

master's thesis

• Title (english): Personal Branding of Professional Chefs in Croatia
• Author: Petra Sedlanić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Uzimajući u obzir sve konkurentnije poslovno tržište koje zahtijeva osobno brendiranje te proteklih godina aktualne medijske sadržaje koji tematiziraju hranu i kuhare, ovaj rad istražuje na koji se način brendiraju vrhunski kuhari u Hrvatskoj, koji iza sebe imaju restoransku i medijsku karijeru. Praktična svrha ovog rada je izrada preporuka za brendiranje vrhunskih kuhara u Hrvatskoj, a te su preporuke temeljene na provedenoj studiji slučaja te na teoriji osobnog brendiranja i kontekstu izgradnje kuharske karijere. Mate Janković, David Skoko, Ana Ugarković, Tomislav Špiček te Andrej Barbieri ispitanici su provedenih dubinskih intervjua, a njihovi osobni brendovi tema su studije slučaja. Interpretacija rezultata pokazuje kako ispitanici imaju vrsno izgrađene osobne brendove koji sadrže sljedeće karakteristike: kvalitetu, diferencijaciju, priču, promociju i emociju. Svoje osobne brendove izgrađuju i njima upravljaju uglavnom nesvjesnim procesom koji uključuje promišljene poslovne poteze i vješte medijske nastupe. Kao aktivni gastronomski stručnjaci dobivaju interes i povjerenje javnosti. Razvoj turizma i gastronomije, uloga kuhara i prehrane u društvu, razvoj kuharske struke i društveno odgovorno djelovanje, neki su od razloga zašto je utjecaj vrhunskih kuhara bitan.

Abstract (english)

Considering the more competitive business market, which demands personal branding, and over the past years trending media content about food and chefs, this paper discovers how professional chefs in Croatia, who have restaurant and media carrier, brand themselves. The practical purpose of this paper is to make recommendations for personal branding of professional chefs in Croatia, and those recommendations are based on the conducted case study and also, on theory of personal branding and the context of building a carrier as a chef. Mate Janković, David Skoko, Ana Ugarković, Tomislav Špiček and Andrej Barbieri are the respondents of an in-depth interview, and their personal brands are the theme of this case study. Interpretation of the results shows that respondents have well-built brands which consist the following characteristics: quality, differentiation, story, promotion and emotion. Respondents are building and maintaining their brands by unconscious process which includes thoughtful business moves and skilled media performances. As an active gastronomic experts, they also receive public interest and trust. Development of tourism and gastronomy, chef’s role in society, development of the culinary profession and chef’s socially responsible behaviour, are some of the reasons why chef’s influence is important.

• Keywords: brend; osobno brendiranje; kuhar; gastronomija
• Keywords (english): brand; personal branding; chef; gastronomy
• Language: croatian
• URN:NBN: urn:nbn:hr:114:894169
• 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: Open access
• Created on: 2018-10-31 08:40:33