PREGLED LESTVIC ZA MERJENJE PREMOŽENJA BLAGOVNE ZNAMKE V SLOVENIJI IN SVETUGregor Fras
, 2011, undergraduate thesis
Abstract: Kot je iz naslova dela diplomskega seminarja »pregled lestvic za merjenje premoženja blagovne znamke« razvidno, smo skozi celotno delo poskušali na čim bolj strnjen način predstaviti več lestvic za merjenje premoženja blagovne znamke. Poskušali smo tudi prikazati čim več praktičnih primerov omenjenih lestvic.
Zaradi lažjega razumevanja celotne tematike, smo v začetku dela diplomskega seminarja najprej opredelili blagovno znamko in opisali razumevanje le te iz več vidikov. V prvem delu smo se posvetili tudi pomenu blagovne znamke za podjetja in samemu vrednotenju blagovnih znamk. Opisali smo tudi različne metode za omenjeno vrednotenje.
V osrednjem delu dela diplomskega seminarja, smo najprej predstavili slovenske lestvice za merjenje premoženja blagovne znamke in inštitucije oziroma organizacije, ki jih pripravljajo. Predstavili smo naslednje Si.Brand, Trusted Brand, Valicon: moč blagovne znamke. Ugotovili smo, da je v slovenskem gospodarskem prostoru ta panoga še dokaj nerazvita in smo s tega razloga opisali kratko malo vse lestvice, ki obstajajo v Sloveniji. Nadaljevali smo pa še z tujino, kjer pa je po naših ugotovitvah ta panoga veliko bolj razširjena. Za obdelavo smo si izbrali naslednje lestvice: Interbrand, ki je po našem mnenju prvak na svojem področju, Eurobrand, ki za razliko od Interbranda deluje le v Evropi, in po našem mnenju še eno posebnost, ki poleg lastne lestvice združuje in objavlja še lestvice ostalih inštitucij, to je RankingTheBrands. Vsekakor pa upamo, da smo zajeli kar večino izbrane problematike in izbrali prave lestvice in inštitucije za obdelavo, saj le te skrbijo za dvig zavesti o vrednosti blagovnih znamk.
Keywords: blagovna znamke, vrednotenje blagovne znamke, premoženje blagovne znamke, metode za vrednotenje blagovne znamke, lestvice za merjenje premoženja blagovnih znamk, Si.Brand, Trusted Brand, Valicon: moč blagovne znamke, Interbrand, Eurobrand, RankingTheBrands
Published: 13.12.2011; Views: 1933; Downloads: 270
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AWARENESS, POSITIONING AND A SELLING PROCESS APPROACH OF HOUSEHOLD APPLIANCESStanislav Okorn
, 2012, master's thesis
Abstract: The main purpose of this master thesis was it, to figure out the market position of the Gorenje brand and his main rivals Bosch, Zanussi, Whirlpool and Miele on the Czech, Slovakian, Austrian, Slovenian and Croatian market of household appliances. Firstly branding, brand awareness, positioning and fundamental psychological knowledge in respect to consumer awareness were explained. Afterwards the survey was made. Lastly the analysis and the report of the research were committed.
Positioning is a marketing strategy which focuses on a creation of a unique image. The effort should distinguish itself from the offers of the competition to be truly exclusive. Especially among inexperienced consumers brand awareness is of crucial importance. In regard to branding, it can be said that developing a decade- long brand identity can be a very positive situation, to put higher prices due to the tradition on a certain market. Many brands from the 19.and the beginning of 20. century are still existing and performing very well.
If we compare the 5 household appliances markets between themselves, then major dissimilarities were visible in the research. The geographical distance cannot be the primary cause of this diverse condition. Language barriers preclude any real spiritual interchange among ordinary people of happening in large extent. Hence the German-speaking Austrians favor German brands, and Slovenians and Croatians prefer Gorenje, due to their common history and similar language.
The respondents do not think that any of the brands is of low quality. In the field of consumer perception it could be acknowledged that a brand having the best quality and at the same time offering the cheapest price does not exist in any of the researched markets. Such expectations are also not realistic. In every economical sector brands with higher reputation of quality try to set higher prices, to make by this means higher profits possible.
Keywords: branding, brand awareness, positioning, psychological approach to consumer awareness, Gorenje, Bosch, Zanussi, Miele, Whirlpool, household appliances, research, Czech Republic, Slovakia, Austria, Slovenia, Croatia.
Published: 30.10.2012; Views: 1361; Downloads: 103
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VIZUALNA IDENTITETA DRŽAV KOT ELEMENT OZNAČEVANJASrđan Gajević
, 2015, master's thesis
Abstract: Vizualna identiteta držav temelji na njihovih zastavah oziroma vsebuje elemente, ki jo sestavljajo. To tezo je postavil hrvaški oblikovalec Boris Ljubičić, zato v magistrskem delu predstavljamo njegovo biografijo in nekatera njegova temeljna dela. Prikazujemo tudi teoretična spoznanja s področja znamčenja držav in zgodovino zastave kot najpomembnejšega simbola države.
V analiziranih primerih so opisani državni simboli Hrvaške, Slovenije ter Bosne in Hercegovine ter njihove vizualne identitete za turistično promocijo. Rezultati analize so pokazali, da dva od treh primerov odgovarjata tezi Borisa Ljubičića.
Keywords: države, vizualni identitet, brand
Published: 14.10.2015; Views: 917; Downloads: 104
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Characteristics branding & brand management in the fashion industrySnežana Urošević
, Bruno Završnik
, 2014, published scientific conference contribution
Abstract: Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.
Keywords: brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Published: 07.08.2017; Views: 706; Downloads: 85
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Green productBorut Jereb
, Matjaž Knez
, Darja Kukovič
, Tina Cvahte
, Matevž Obrecht
, 2016, independent scientific component part or a chapter in a monograph
Abstract: According to Kotler (1998) the product is the first and most important element of the marketing combination. Product strategy should include consistent decisions "about the product combination, group of products, brands, packaging and labelling." (Kotler 1998: 459). After we identify green products we will especially be interested in specific strategies for developing green products and packaging and green brand positioning.
Shortly green products can be labelled as more durable, non-toxic, made from recycled materials and have less or only necessary volume of packaging (Ottman 1997: 89). Broader definition is given by Peattie (1995) who also considers the social dimension under the concept of green. He considers the product or service as green, where its effect on the natural environment and its social impact in terms of production, use or disposal, is significantly improved with respect to conventional products and services (Peattie 1995).
Green product strategy should be implemented through:
- Development of green product,
- Green brand,
- Eco-label and
Keywords: environmental management, green products, green brand, eco-label, eco-design
Published: 10.05.2018; Views: 309; Downloads: 35
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