Brendiranje hrvatskog vina

Banfić, Ivana (2016) Brendiranje hrvatskog vina. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Pibernik, Jesenka].

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Abstract

Poznato je da Hrvatska ima odličnu gastronomsku ponudu svjetskog glasa, ali joj još uvijek nedostaje kvalitetna komunikacije. Jedan od suosnivača IBM-a Thomas J. Watson Jr., jednom je rekao: Dobar dizajn je dobar biznis. Kvalitetnim ulaganjem u vizualnu komunikaciju, pa tako i u brending jedini je pravi uspjeh naših domaćih proizvoda. Još uvijek postoji niz neotkrivenih vinskih sorti na našem tržištu, koje imaju golemi međunarodni potencijal. Jedan od tih potencijala ima dalmatinska vinska sorta tribidrag koja zbog bolesti vinove love nestaje u 15. stoljeću. 2013. godine ova sorta spominje se u renomiranoj enološkoj enciklopediji Wine Grapes. Autorica enciklopedije s najvišom enološkom titulom (Master of Wine) Jancis Robinson u suradnji s profesorima Agromonskom fakulteta (prof. dr.sc Ivanom Pejićem i prof.dr.sc Edom Maletićem) potvrdila je kako je DNK naše sorte - identična poznatoj kalifornijskoj sorti zinfandel i talijanskoj primitivio. Ovo je novitet u našoj gastronomskoj ponudi i savršena prilika za kreativni izričaj koji se nalazi u izvedbenom djelu rada u formi vinske etikete i luksuzne kutije. Njemu prethodi teorija koja se odnosi na brending i ambalažu, a u nastavku slijedi istraživački dio koji obuhvaća analizu konkurencije (zinfandel i primitivio) i testiranje ciljne skupine.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Pibernik, Jesenka
Thesis Committee:	Brozović, Maja and Pibernik, Jesenka and Knešaurek, Nina
Defence date:	4 July 2016
Abstract in english:	It is well- known how Croatia has amazing gastronomy, but still lacks good visual communication. Once, co-founder of IBM Thomas J. Watson Jr. said: Good design is good business. Smart investment in branding of the local products can develop fantastic success. Croatian experts still do not know what kind of potential they have and there are so many undiscovered products. One of them is wine variously called tribidrag, which disapeared in the 15th century because of the grapevine disease. In the 2013. tribidrag is back in the enological encyclopedia called Wine Grapes. Author of the encyclopedia is a Master of Wine called Jancis Robinson. Robinson the collaboration with Croatian professors on the Faculty of Agriculture (prof.dr.sc Ivan Pejić and prof.dr.sc Edo Maletić) confirm that tribidrag DNA is the same as DNA of Californian zinfandel or Italian primitivio. This is novelty and unique opportunity for being creative in the form of wine package. It is preceded by a theory which relates to branding and packaging , that follows a part of a research competition analysis comprising (Zinfandel Primitivio) and questionnaire.
Uncontrolled Keywords:	brend, ambalaža, vino, hrvatska, premium proizvod
Keywords in english:	brand, package, wine, Croatia, premium product
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	62
Callnumber:	PIB 2016 BAN
Inventory number:	DB516
Depositing User:	Nina Jelača
Status:	Unpublished
Date Deposited:	07 Jul 2016 11:06
Last Modified:	07 Jul 2016 11:06
URI:	http://eprints.grf.unizg.hr/id/eprint/2484

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