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Strateška zavezništva na področju co-marketinga in co-brandinga na primeru podjetja X
Narina Kosec, 2023, master's thesis

Abstract: Podjetja razvijajo nove strategije in znova odkrivajo blagovno znamko, da bi sledili priložnostim na svetovnem trgu. V magistrskem delu smo pojasnili strategije co-brandinga in co-marketinga. Dandanes so blagovne znamke zelo razširjene, zato lahko zasledimo veliko informacij v literaturi. Kreativna načina za nastanek blagovne znamke sta co-branding in co-marketing, kjer se dve podjetji odločita za strateško zavezništvo. Izbira partnerja je izredno velikega pomena in tukaj mora biti podjetje zelo previdno, saj z nepravilno izbiro partnerja lahko pride do neuspeha. Za uspešna co-branding in co-marketing morata imeti podjetji nekaj skupnih točk.
Keywords: co-branding, co-marketing, zavezništvo, strateško zavezništvo, sodelovanje, dejavniki uspeha.
Published in DKUM: 09.04.2024; Views: 147; Downloads: 16
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Striving to be different but becoming the same : creativity and destination brands promotional videos
Tjaša Alegro, Maja Turnšek, 2020, original scientific article

Abstract: Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a "collage" of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical "collage" genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.
Keywords: creativity, destination branding, YouTube, storytelling, humor
Published in DKUM: 29.01.2024; Views: 203; Downloads: 10
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The contribution of first teachers of French at Petrović’s court to the transformation of society and the affirmation of Montenegro in Europe
Ivona Jovanović, Jasna Potočnik Topler, 2022, original scientific article

Abstract: The paper explores the role and contribution of the first foreign teachers of French in Montenegro, to their students/rulers – last three sovereigns of the Petrović-Njegoš dynasty, to Montenegrin society as a whole and to the affirmation of Montenegro in Europe. The paper chronologically relates to the period of rule of Petar II Petrović- Njegoš, Danilo I and Nikola I, to whom the aforementioned Romance language instructors did not transfer merely a knowledge of language, but also much other substance formed from different views and perspectives on the world, thus contributing to the emancipation of Montenegrin society. Through their efforts to modernise Montenegro and strengthen its sovereignty, as well as their publications and political engagement during events critical to Montenegrin history, they contributed to its reputation and popularisation throughout Europe. The research is based on facts found by studying archive and library materials, and on analysis of periodical publications, travel writings, and documents of a memoir/autobiographical character, which significantly contributes to the originality of the article, where the conclusions of the new analysis are presented and represent a significant contribution to the findings published so far
Keywords: Montenegro, 19th century, Montenegrin rulers, teachers of French, travel writing, autoethnography, branding
Published in DKUM: 17.01.2024; Views: 227; Downloads: 6
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The role of humour in tourism discourse : the case of Montenegro
Jasna Potočnik Topler, 2022, original scientific article

Abstract: This paper focuses on the role of humour as a persuasive tool of tourism destinations’ communication and as a means of creating the destination’s image and uniqueness in tourism discourse. According to Aristotle’s appeals, humour belongs to pathos, which is – besides ethos and logos – an essential means of persuasion in successful communication. In the introductory part, the paper offers a short theoretical insight into the functions of tourism discourse and the role of humour in it, further on examples of online promotional texts about Montenegro are analysed and discussed using discourse analysis. The findings confirm that successful promotion can only occur through the efficient use of tourism discourse which addresses the needs of potential tourists and that humorous texts about destinations are appealing to readers. Based on the analysis, it can be established that branding of tourism destinations, products and services with elements of humour may be outstanding in positive ways, and consequently employed in promotional texts as a successful means of communication.
Keywords: tourism, discourse, branding, humour, Montenegro
Published in DKUM: 15.01.2024; Views: 242; Downloads: 9
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Hotel branding exposed : a content analysis of related organisational values
Kristijan Breznik, Kris Law, Mitja Gorenak, 2021, original scientific article

Abstract: Background/Purpose: This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study assumes that the importance of organisational values in the service sector represents one of the key components of both growth and development of an organisation. Methods: Conceptual content analysis was used on the dataset of organisational values found on websites of the top 100 European hotel brands. Advanced network analytic procedures were applied to identify clustered dimen­sions of organisational values among various hotel brands. Results: Results identified shared organisational values among hotel brands clustered into four predominant dimen­sions: entrepreneurial, stakeholders, moral, and tradition. The study confirmed wide content variability of organisa­tional values within the hotel brand industry. Conclusion: The cluster analysis identified clusters of the most important words from values statements, conclud­ing that hotel brands highly value “entrepreneurial” and “ethical” clusters. The island analysis approach on hotel brands’ level also reveals that organisational values in this sector are determined by many factors, including the scale and market positioning. Our study provides theoretical and practical implications to hotel brand strategists in order to better understand their current and desired sector position.
Keywords: organisational values, hotel industry, branding, content analysis, network analysis
Published in DKUM: 15.09.2022; Views: 375; Downloads: 18
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Building a Brand: A Multimodal Analysis of the Brand I Feel Slovenia
Ema Ivanuša, 2021, master's thesis

Abstract: This master’s thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values (“Slovenian green”, “pleasant excitement” and “the elemental”); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.
Keywords: branding, brand I Feel Slovenia, multimodal discourse analysis, register variables
Published in DKUM: 27.07.2021; Views: 1413; Downloads: 110
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Exercises in Travel Writing and Literary Tourism : A Teaching and Learning Experiment
Laura Lupše, Maja Možic, Nuša Cesar, Žiga Zdovc, Marina Majerič, Martina Senekovič, Boštjan Koželj, Jasna Potočnik Topler, 2020

Abstract: The book entitled »Exercises in Travel Writing and Literary Tourism – A Teaching and Learning Experiment« emerged as a result of experimental project work in teaching English during the subject English in Tourism – Higher Level 1 at the Faculty of Tourism in Brežice, University of Maribor. This approach included teaching in the classroom, research in libraries and at home, and field work. The collection brings eight very different texts on Travel Writing and Literary Tourism by Master's students of Tourism, who were free in choosing the topic of the texts, their styles and the titles . The field of Travel Writing is significant, not only as its own discourse, a tourism trend and a tool of branding and embedding attractions and/or destinations, but also as a tool of teaching and learning a foreign language, which, along with upgrading specific language knowledge, encourages curiosity, research, creativity, reflection and self-development.
Keywords: travel writing, literary tourism, branding, teaching, learning, English language
Published in DKUM: 29.10.2020; Views: 1903; Downloads: 38
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So-Znamčenje (co - branding)
Aljaž Benko, 2018, undergraduate thesis

Abstract: V hitro spreminjajočem in negotovem globalnem okolju podjetja iščejo različne možnosti za ustvarjanje konkurenčne prednosti in da bi postala uspešna. Zaradi visokih medijskih stroškov in podobnosti izdelkov na trgu je manj znanim in manj priljubljenim podjetjem težko zgraditi močno blagovno znamko. Zato je lahko so-znamčenje privlačna možnost za mnoga podjetja. So-znamčenje predstavlja različne oblike povezav z blagovnimi znamkami, lahko preoblikuje pozitivna združenja partnerske blagovne znamke v smeri šibkejše žariščne blagovne znamke in povečuje njegovo zaznavo. Torej, izbira partnerja v so-znamčenju je pomembna. S povezovanjem blagovnih znamk in ustvarjanjem zavezništva lahko podjetja na ta način svojo blagovno znamko naredijo bolj privlačno za potrošnike. Tako bomo v tem diplomskem delu raziskali, kaj pomeni so-znamčenje, katere vrste in strategije so-znamčenja poznamo in na kaj morajo biti podjetja pozorna pri izbiri partnerja za so-znamčenje. Na koncu diplomskega dela bomo preučili uspešen primer so-znamečnja med podjetjema MasterCard in Apple Pay, pri čemer bomo lahko videli, koliko lahko podjetje pridobi iz so-znamčenja, če izbere pravilnega partnerja za to. Strategija so-znamčenja je definirana kot pojav, ko se dve tržni znamki istočasno pojavita bodisi v imenu, znaku, simbolu ali embalaži novega izdelka (Grossman & Till, 1998). So-znamčenje je oblika sodelovanja med dvema ali več znamkami z močnim zaznavanjem s strani potrošnika (Blackett & Boad, 1999). Vse vpletene partnerske znamke so na so-znamčeni blagovni znamki vidne tudi potrošniku. Osredotočamo se na strateško zavezništvo, kjer imata storitvena in izdelčna blagovna znamka skupaj več prednosti kot v primeru pojavljanju vsake posamezne na trgu. Govorimo o skupnem nastopu na trgu, kjer ena blagovna znamka podpira drugo in obratno. Raziskave kažejo, da prinaša strategija so-znamčenja izjemno povečanje prepoznavnosti izdelčnih blagovnih znamk, in izluščijo dejavnike, kateri vplivajo na zavedanje (Besharat, 2010). Ta strategija omogoča, da partnerji povežejo kakovost posamezne izdelčne znamke v skupen paket za potrošnika, kateri podjetju zmanjša stroške ter prinaša vrsto različnih vplivov. Ob tem se poraja vprašanje, ali taka vrsta strategije dejansko vpliva na prepoznavnost in spreminja ugled »glavne« blagovne znamke in s tem niža oziroma viša zaznano kakovost partnerskih znamk (Besharat, 2010; Levin, Charlene Davis, & Levin, 1996).
Keywords: so-znamčenje, co-branding, partnersko povezovanje blagovnih znamk, blagovna znamka, partner, povezovanje, strategije, vrste
Published in DKUM: 27.06.2019; Views: 1179; Downloads: 135
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Co-Branding kot strategija managementa blagovnih znamk in strateškega zavezništva
Barbara Jesenek, Yuliya Lakutkina, 2018, master's thesis

Abstract: Razmah globalizacije je podjetjem omogočil lažje poslovanje, hkrati pa se je zaradi večje konkurence na trgu pojavila večja potreba po inovativnem poslovanju. Podjetja so se začela povezovati in snovati strateška zavezništva, da bi okrepila svojo konkurenčnost na trgu. Ena izmed strategij strateškega povezovanja je co-branding ali partnersko povezovanje blagovnih znamk. Co-branding je oprt na sodelovanje najmanj dveh podjetij, ki s skupnimi vlaganji ustvarita nov skupen izdelek in njegovo pozicioniranje na trgu. Na takšen način lahko ustvarita številne sinergije, kot je hitrejši in olajšan vstop na nove trge, povečanje individualne prepoznavnosti in ugleda blagovne znamke, izboljšanje lastne konkurenčnosti, povečanje kapitala, izmenjevanje znanj, deljenje stroškov in tveganj. Kljub številnim prednostim pa se lahko podjetja v določenih okoliščinah soočijo tudi z nekaterimi tveganji in s slabostmi co-brandinga. V magistrskem delu smo se tematsko opredelili za co-branding kot strategijo managementa blagovnih znamk in strateškega zavezništva, pri čemer smo se najprej osredotočili na teoretično analiziranje mednarodnega marketinga, managementa blagovnih znamk in strateških zavezništev ter co-brandinga. V empiričnem delu pa smo se osredotočili na primerjalno analizo gospodarskih primerov co-brandinga med storitvenimi in proizvodnimi podjetji na domačem trgu ter na mednarodnih trgih. V empiričnem delu smo skupno opisali in analizirali 12 primerov co-brandinga iz gospodarske prakse proizvodnih in storitvenih podjetij. Najprej smo analizirali primere iz gospodarske prakse na domačem trgu, kjer smo opisali in analizirali 6 primerov co-brandinga, nato pa smo se osredotočili še na primere co-brandinga na mednarodnih trgih, kjer smo prav tako opisali in analizirali 6 primerov. Kasneje smo iz obeh delov analiz strnili spoznanja v skupno analizo in primerjavo obravnavanih primerov, iz katerih smo izluščili spoznanja o prednostih partnerskega povezovanja dveh blagovnih znamk. V sklepnem delu smo ugotovili, da so bili vsi analizirani primeri iz gospodarske prakse uspešni in da je co-branding zelo privlačna oblika strateškega povezovanja podjetij v proizvodni in storitveni dejavnosti na domačem trgu ter prav tako na mednarodnih trgih. Ugotovili smo, da je najpomembnejši dejavnik za uspešnost co-brandinga primerna izbira strateškega partnerja, saj uspešen co-branding ustvari številne sinergije za obe udeleženi podjetji. Pomembno je, da pred sklenitvijo co-brandinga podjetja ustrezno analizirajo potencialne partnerje, saj lahko ravno partner v co-brandingu omogoči uspešnost ali neuspešnost co-branding povezave. Skozi analizirane primere smo preučili različne tipe partnerskega povezovanja podjetij in ugotovili številne sinergijske učinke, ki jih le-to prinaša, kadar si partnerja delita enake oziroma podobne vrednote in cilje.
Keywords: co-branding, povezovanje blagovnih znamk, strateška zavezništva, management blagovnih znamk, mednarodni marketing, izdelek, storitev
Published in DKUM: 20.11.2018; Views: 1272; Downloads: 142
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Social networks as a medium for establishing long-term relationships between customers and brands
Matija Županić, 2018, master's thesis

Abstract: Social networks have become a big part of our everyday life. They have shaped our everyday lives, the way we communicate, express ourselves and the way we think. The main idea of this research is to explore and show to what extent and in what way do social networks facilitate the promotion of brands among younger users/audience, and what is their role in building a long-term relationship between the customer and the brand
Keywords: social networks, branding, establishing relationships between a costumer and a brand
Published in DKUM: 26.06.2018; Views: 1274; Downloads: 102
.pdf Full text (2,24 MB)

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