Naslov
Strategy of Revitalization Croatian Food Product using Emotional branding

Autori
Borovac Zekan, Senka ; Perkušić, Danijela

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
5th Thought Leaders International Conference on Brand Management / - , 2009, 213-220

Skup
5th Thought Leaders International Conference on Brand Management

Mjesto i datum
Atena, Grčka, 06.04.2009. - 07.04.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
emotional branding, revitalization of products, image, profit

Sažetak
Fifteen years ago Croatian companies operated on the market which had more than 20 million consumers. During the history course that market narrowed down considerably to only 4, 5 mil of consumers. Many of the Croatian brands had significantly disappeared from the market leaving behind a whole generation of consumers who had grown up together with them. The authors of this paper are particularly focused and interested in that generation. What brands were used 18 years ago by this generation, today’s buyers and not consumers only? To what extent are they influenced by the attitudes and perceptions formed much earlier, at the time of the consumers’ childhood? The framework of this paper is the survey which was done on 54 examinees, age 25+, using the method of deep interview in order to find out how to revitalize some of the Croatian almost forgotten food brands using emotional branding. The research done showed that the attitudes towards certain product brands have been built up and formed yet in the period of adolescence and can be used in a strategy of revitalization of certain brands.

Izvorni jezik
Engleski

POVEZANOST RADA