študija primera
Saša Sirše (Author), Zlatko Jančič (Mentor)

Abstract

Obravnavana tema diplomskega dela so dejavniki širitve znamk v profitnem in neprofitnem sektorju. Namen diplomske naloge je bilo oceniti dejavnike, ki pripomorejo k uspešnejši širitvi znamk v profitnem in neprofitnem sektorju na primeru znamke Ustvarjalnik in razširjene znamke Fundacija za ustvarjalne mlade. Glavni cilj je bilo ugotoviti prenosljivost ugotovljenih pomembnejših dejavnikov širitve znamke v profitnem sektorju na širitve znamk v neprofitnem sektorju ter kritično ovrednotiti pomembnejše dejavnike. Pri raziskovalnem delu sem uporabila kvalitativno metodo – intervju, katerih analiza je pokazala določeno ujemanje med dejavniki. Dejavniki širitve znamk, ki pozitivno vplivajo na njeno širitev v profitnem sektorju, so prepričanje o starševski znamki in izkušnja s starševsko znamko, tržniška podpora ter zaznano ujemanje med starševsko znamko in izdelkom oziroma storitvijo razširjene znamke. Ugotovljeni dejavniki, ki pomembno vplivajo na širitev znamke v neprofitnem sektorju, so starševska znamka, tržniška podpora in kategorija širitve. Zaključek vsebuje kritičen razmislek o raziskavi ter njenih omejitvah in nadaljnje predloge za raziskovanje na področju širitve znamk v neprofitnem sektorju.

Keywords

profitni sektor;Blagovne znamke;Nepridobitne organizacije;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [S. Sirše]
UDC: 659.127.6(043.2)
COBISS: 35872093 Link will open in a new window
Views: 708
Downloads: 187
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Other data

Secondary language: English
Secondary title: Factors of brand extension in profit and non-profit sector Case study
Secondary abstract: My bachelor thesis focused on the analysis of the factors affecting brand extension in profit and non-profit sectors. Its aim was to estimate the role of the factors that contributes to efficient extension of brand in the case of brand »Ustvarjalnik« (Creator) on extended brand »Fundacija za ustvarjalne mlade« (Foundation for Creative Youth). I analysed and tried to estimate how the most important factors of brand extension in profit sector can be transferred and used in non-profit sector. In my research I used qualitative method with interviews with predefined set of questions that were in some cases extended with subquestions depending on the answers. The analysis based on interviews gave some results that prove hypothesis of the role of the factors in the case of brand extension while in some cases, more profound research should be conducted. Extension factors with positive effects on brand extension in non-profit sector are parent brand conviction, parent brand experience, marketing support and extension category. Therefore, these factors were found to be important when extending the brand in non-profit sector. There are some limitations stated in conclusions regarding the research with proposals for further analysis in the field of brand extension to non-profit sector.
Secondary keywords: Trademarks;Nonprofit organizations;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 65 str.
ID: 10959857