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Title:Strategije marketinga luksuznih blagovnih znamk
Authors:Pečovnik, Saša (Author)
Selinšek, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf UN_Pecovnik_Sasa_2019.pdf (709,01 KB)
 
Language:Slovenian
Work type:Diploma project paper (mb13)
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Luksuzne blagovne znamke že od nekdaj veljajo za privilegij redkih, ki si jih lahko privoščijo. Poleg visoke kakovosti jih namreč spremljajo tudi visoke cene, s katerimi ohranjajo svojo ciljno skupino, to pa so odjemalci z višjim socialnim statusom. Z natančno študijo luksuznih znamk smo ugotovili, da njihova vrednost temelji predvsem na simbolni in ne toliko na funkcionalni vrednosti. Ena od glavnih dilem, s katerimi se srečujejo luksuzne znamke, je, kako ohranjati čim večjo zaželenost s strani odjemalcev, hkrati pa se izogniti množični uporabi, s katero bi bil njihov status ogrožen. S tem namenom luksuzne znamke izvajajo posebne strategije, ki se močno razlikujejo od tistih, ki jih izvajajo ostale blagovne znamke na trgu. Strategije različnih luksuznih znamk so si med seboj precej podobne, odvisne pa so od izvora znamke, saj imajo evropske znamke v primerjavi z ameriškimi drugačne temelje.
Keywords:Luksuz, luksuzne blagovne znamke, strategije, Louis Vuitton, Dior, Gucci
Year of publishing:2019
Publisher:[S. Pečovnik]
Source:Maribor
UDC:658.6
COBISS_ID:13475100 Link is opened in a new window
NUK URN:URN:SI:UM:DK:YNGMWFJL
License:CC BY-NC-ND 4.0
This work is available under this license: Creative Commons Attribution Non-Commercial No Derivatives 4.0 International
Views:141
Downloads:22
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Categories:EPF
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Secondary language

Language:English
Title:Marketing Strategies of Luxury Brands
Abstract:Luxury brands have always been a privilege of the few that can afford. In addition to high quality, they are also accompanied by high prices by which they maintain their target audience, which are consumers with a higher social status. With a detailed study of luxury brands, we found that their value is based primarily on symbolic rather than on functional values. One of the main dilemmas that luxury brands face is how to keep the great desirability from consumes, while at the same time avoiding mass consumption that would endanger their status. For this purpose, luxury brands are pursuing specific strategies that differ from those carried out by other brands on the market. The strategies of different luxury brands are quite similar, depending on the origin of the brand, since European brands have different foundations in comparison with the US.
Keywords:Luxury, luxury brands, strategies, Louis Vuitton, Dior, Gucci.


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