Management blagovnih znamk v športu

delo diplomskega projekta

Jan Kristl (Author), Duško Uršič (Mentor)

Abstract

V diplomskem projektu so na začetku razloženi pojmi, ki se povezujejo z delom diplomskega projekta. V okviru tega opredeljujemo pojem blagovna znamka, saj ga v različnih delih različno tolmačijo in opredeljujejo. Temu sledi opredelitev blagovnih znamk, ki jih poznamo v športu. Posvečamo se predvsem managementu blagovnih znamk v športu, kot navaja naslov diplomskega projekta. Tukaj lahko govorimo predvsem o blagovnih znamkah v ekipnih športih, blagovnih znamkah športne opreme, športnikih kot blagovnih znamkah, prav tako pa lahko med blagovne znamke umestimo tudi prireditve. Pomembno je predvsem, da ugotovimo, kaj je potrebno za to, da je blagovna znamka v športu uspešna in prepoznavna oz. kateri koncepti managementa in marketinga so potrebni, da bo vsak posameznik prepoznal določeno blagovno znamko in se z njo poistovetil. V zaključku predstavljamo organizacijo evropskega prvenstva v košarki, ki ga je organizirala Slovenija.

Keywords

marketing;management;blagovne znamke;šport;košarka;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[J. Kristl]
UDC:	658.626:79
COBISS:	12945180
Views:	1042
Downloads:	122
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand management in sport
Secondary abstract:	In the diploma project, I will first explain the concepts that are in the title or are related to the work of the diploma project. I will define the concept of the trademark because different interpreters are interpreted differently in the definition. Then I will define which brands in sport we all know. I will focus primarily on brand management in sport, as stated in the title of the diploma project. Here we can talk mainly about brands in team sports, branded sports goods, athletes and brands, and I can also place events as trademarks. It is important, above all, to find out what is necessary for the brand in sport to be successful and recognizable. What marketing management concepts are needed in order for each individual to recognize a particular brand and identify with it. In conclusion, I will present the organization of the European Basketball Championship organized by Slovenia.
Secondary keywords:	: Trademark;sport;management;marketing;athletes;sports organizations;basketball.;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 25 str.
ID:	10889621