Razvoj blagovne znamke NIVEA

delo diplomskega seminarja

Amalija Jurič (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Blagovna znamka ima velik pomen na človeštvo in je del našega življenjskega sloga. V diplomskem seminarju sem predstavila pomen blagovne znamke, kako pomembna je v našem okolju ter njen vpliv na posameznika. Navedla sem posamezne lastnosti blagovne znamke, kako se posamezna blagovna znamka razvija ter uveljavlja v svetu. Poznamo veliko uspešnih blagovnih znamk in ena izmed teh je kozmetična blagovna znamka NIVEA. Uspešna blagovna znamka ohranja tradicijo že vrsto let in prav podjetje Beiersdorf je pravi pokazatelj, saj je na trgu že več kot 100 let. S svojim delom sem raziskala zgodovino blagovne znamke, in sicer kako je nastala snežno bela krema in pridobila ime NIVEA, razvoj reklamnih oglasov, različne oglaševalne akcije. V zadnjem delu sem izpostavila zelo aktivno in uspešno marketinško akcijo, ki je zaznamovala celotno Slovenijo »Podarite nam modro srce«.

Keywords

izdelki;proizvodi;blagovne znamke;razvoj;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Jurič]
UDC:	658.626
COBISS:	13203228
Views:	766
Downloads:	141
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Development of brand of NIVEA
Secondary abstract:	A brand has a significant meaning for humanity and is a part of our lifestyle. I used this diploma seminar to portray the meaning of a brand, its importance in our environment and its influence on the individual. I listed individual features of a brand and I have shown its development and establishment on the market. We know countless successful brands, one of them being NIVEA. This prosperous brand has been maintaining its tradition for a number of years and the company Beiersdorf is a real success indicator with its 100 year-old presence on the market. I used this paper to create an in depth analysis of the complete brand history from the creation of the snow white crème with the name NIVEA to the development of marketing ads and campaigns. The final chapter presents the extremely active and successful marketing campaign “Podarite nam modro srce” (give us a blue heart), which impacted the whole of Slovenia.
Secondary keywords:	brand;brand development;NIVEA;history of development;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 33 str.
ID:	10957857