Brendiranje hrvatskog vina

master's thesis

• Author: Ivana Banfić
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Nina Knešaurek (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-7-4, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

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.

Abstract (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.

• Keywords: brend; ambalaža; vino; hrvatska; premium proizvod
• Keywords (english): brand; package; wine; Croatia; premium product
• Language: croatian
• URN:NBN: urn:nbn:hr:216:313769
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-18 21:05:51