Osebna blagovna znamka

diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Petra Zidar (Author), Miha Marič (Mentor), Goran Vukovič (Co-mentor)

Abstract

Blagovne znamke so izredno pomemben dejavnik na področju trženja. Celotno poslovanje podjetja se poleg ideje, začne s postavitvijo temeljev blagovne znamke. Proučili pomen osebne blagovne znamke in njene karakteristike za razvoj močne podobe v javnosti, ki se še dolgo po srečanju pojavlja v mislih potrošnikov. Najpomembnejši dejavnik osebne blagovne znamke, je nosilec osebne blagovne znamke. Gre za osebo, ki s svojimi lastnostmi, vrednotami, vsakodnevnimi odločitvami in javnim nastopanje oblikuje podobo podjetja, organizacije ali blagovne znamke. Predstavitev take osebe je izrednega pomena za vzpostavitev močne znamke, ki se bo v očeh potrošnikov razvila do mere, kjer se vzpostavi visoka mera zaupanja v znamko. Namreč ravno zaupanje je temelj za razvoj močne, z dobro pozicijo na trgu in uveljavljene blagovne znamke. Problem, ki smo ga želeli raziskati je, ali se znane osebne blagovne znamke v Sloveniji zavedajo pomena udejstvovanja na trgu kot osebna blagovna znamka in kakšne so njihove osebnostne karakteristike, ki vplivajo na dojemanje širše slike potrošnika na osebno blagovno znamko. Ugotovili smo, da močne osebne blagovne znamke v Sloveniji zavzemajo globoko čustveno inteligentnost, dobro zastavljen cilj in močne osebnostne karakteristike. Zavedajo se pomena ustvarjanja javne podobe in soustvarjanja blagovne znamke s potrošniki. Premalo pa se zavedajo pomena osebne blagovne znamke kot tržne komunikacije in uporabnega orodja za rast poslovanja v podjetju. Ugotovite so nas pripeljale do spoznanja, da se morajo osebne blagovne znamke v Sloveniji bolj zavedati pomena tržne vrednosti le-te, da je njihov razvoj odvisen od javne podobe, ki nastaja v mislih potrošnika in da morajo za svoj uspeh prevzeti mesto dobrega gospodarja tudi v svojem podjetju. Predlagamo širitev znanja osebnih blagovnih znamk in njihovo udejstvovanje na trgu, ki bo doprineslo boljše rezultate in obstoj znamke na trgu. Osebna blagovna znamka je nedokončan proces razvoja, ki zahteva popolno predanost in nepopustljivost. Potrebna je visoka stopnja čustvene inteligentnosti in pravilnih odločitev. Predvsem pa je potreben čas, ki podjetniku omogoča razvoj močne osebne blagovne znamke.

Keywords

blagovna znamka;osebna blagovna znamka;upravljanje osebne blagovne znamke;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[P. Zidar]
UDC:	005
COBISS:	8028947
Views:	1293
Downloads:	176
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Personal brand
Secondary abstract:	Brands are a very important factor in marketing. In addition to the idea, the entire business of the company starts with the foundation of the brand. In the graduation thesis we examined the importance of a personal brand and its characteristics for the development of a strong image in the public, which, long after the meeting, appears in the minds of consumers. The most important factor of the personal brand is the holder of a personal brand. It is a person who shapes the image of a company, organization or brand with its characteristics, values, everyday decisions and public speaking. The presentation of such a person is extremely important for establishing a strong brand that, in the eyes of consumers, will develop to the extent that a high degree of trust in the brand is established. It is exactly trust that is the basis for the development of a strong, well-positioned and well-established brand. The problem that we wanted to explore is whether known personal brands in Slovenia are aware of the importance of market engagement as a personal brand and what are their personality characteristics that influence the perception of a wider consumer image on a personal brand. We have established that strong personal brands in Slovenia occupy a deep emotional intelligence, a well-established goal and strong personality characteristics. They are aware of the importance of creating a public image and co-creating a brand with consumers. They are too little aware of the importance of a personal brand as a commercial communication and a useful tool for business growth in the company. Our findings have led us to the realization that personal brands in Slovenia need to be more aware of the importance of the market value of this, that their development depends on the public image that emerges in the mind of the consumer and that, in order to succeed, they must take the place of a good master even in Your company. We propose to expand the knowledge of personal brands and their engagement in the market, which will contribute to better results and the existence of a brand in the market. A personal brand is an unfinished process of development that requires complete dedication and intransigence. A high level of emotional intelligence and correct decisions is required. Above all, it takes time, which allows the entrepreneur to develop a strong personal brand.
Secondary keywords:	• brand • personal brand • management of personal brand • marketing of personal brand;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	39 f.
ID:	10936807