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Title:
MOČ BLAGOVNE ZNAMKE NA PRIMERU PODJETJA PALOMA D.D.
Authors:
ID
Nerat, Martina
(Author)
ID
Pisnik Korda, Aleksandra
(Mentor)
More about this mentor...
Files:
VS_Nerat_Martina_2009.pdf
(795,40 KB)
MD5: 636EC0A7F7C3AB43B9AD894C9F5DD1F8
PID:
20.500.12556/dkum/aa7d98af-43ae-4fb7-a932-93f1880b0161
Language:
Slovenian
Work type:
Undergraduate thesis
Organization:
EPF - Faculty of Business and Economics
Abstract:
Tema diplomskega dela je moč blagovne znamke. Na trgu je prisotnih veliko blagovnih znamk, ki se med seboj razlikujejo po moči. Ta je ključna v kriznih razmerah, saj ima močna blagovna znamka večje možnosti za uspeh kot pa blagovna znamka, ki je prisotna na trgu malo časa. Diplomsko delo je razdeljeno na dva dela, teoretičnega in praktičnega. V okviru teoretičnega dela smo opredelili pojem blagovne znamke, funkcije blagovne znamke ter elemente blagovne znamke. Nato smo se osredotočili na vrednost blagovne znamke ter opis PGM modela. Praktični del sestavljata četrto in peto poglavje. V četrtem poglavju smo opisali podjetje Paloma d.d. V zadnjem poglavju smo predstavili značilnosti srbskega trga in kupcev na tem trgu. S pomočjo PGM modela smo nato prikazali moč blagovne znamke Paloma na srbskem trgu v kategoriji žepnih robčkov.
Keywords:
blagovna znamka
,
elementi blagovne znamke
,
moč blagovne znamke
,
lojalnost blagovni znamki
,
asociacije povezane z blagovno znamko
,
Valicon
,
PGM
,
Paloma.
Place of publishing:
Selnica ob Muri
Publisher:
[M. Nerat]
Year of publishing:
2009
PID:
20.500.12556/DKUM-12120
UDC:
659.1
COBISS.SI-ID:
10277660
NUK URN:
URN:SI:UM:DK:Z2XQJPIA
Publication date in DKUM:
06.07.2010
Views:
3321
Downloads:
548
Metadata:
Categories:
EPF
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:
NERAT, Martina, 2009,
MOČ BLAGOVNE ZNAMKE NA PRIMERU PODJETJA PALOMA D.D.
[online]. Bachelor’s thesis. Selnica ob Muri : M. Nerat. [Accessed 22 January 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=12120
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Secondary language
Language:
English
Title:
BRAND POWER IN THE CASE OF COMPANY PALOMA D.D.
Abstract:
Topic of diploma is brand power. On the market is a lot of brands, which are different by their power. Brand power is crucial in crisis, a strong brand has a greater chance for success, as the brand which is present on the market a short time. The diploma is divided in two parts, theoretical and practical. In the theory we defined the concept of brand, functions of brand and elements of brand. Then we focused on brand value and a description of PGM model. The practical part consists the fourth and fifth chapter. In the fourth chapter we have describe the company Paloma d.d. In the last chapter are presented the characteristics of the Serbian market and consumers on this market. Using the PGM model, we presented then the power of Paloma brand on the Serbian market in the category of handkerchiefs.
Keywords:
brand
,
elements of brand
,
brand power
,
brand loyalty
,
brand associations
,
Valicon
,
PGM
,
Paloma.
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