Strategije marketinga luksuznih blagovnih znamk

delo diplomskega projekta

Saša Pečovnik (Author), Aleksandra Pisnik Korda (Mentor)

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

blagovne znamke;luksuz;strateški marketing;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[S. Pečovnik]
UDC:	658.626
COBISS:	13475100
Views:	596
Downloads:	54
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing strategies of luxury brands
Secondary 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.
Secondary keywords:	Luxury;luxury brands;strategies;Louis Vuitton;Dior;Gucci.;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	35 str.
ID:	11185305