delo diplomskega projekta
Maja Klemen (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Ljudje si želimo in skušamo biti nenehno v koraku s časom ter stremimo k inovativnosti in ustvarjalnosti. Pomembno področje raziskovanja v marketingu je tudi menedžment trgovinskih blagovnih znamk. Veliko trgovinskih blagovnih znamk je premijskih in zaradi le-teh moramo podrobno usklajevati vse marketinške aktivnosti podjetij. Pomembno je širjenje asortimenta, ki ga ponuja trgovinska blagovna znamka, ves čas pa velja splošno pravilo, da organizacija ostaja v stiku z inovacijami in trendi v prodajanju. Le tako lahko ostane pred konkurenco in ohranja visoko podobo blagovne znamke v očeh končnih odjemalcev. Tako je v današnjem svetu vse bolj prisotno lansiranje premijske blagovne znamke v lastne trgovinske blagovne znamke. Trgovinske blagovne znamke so večinoma vrednostnega segmenta, medtem ko imajo premijske trgovinske blagovne znamke nenehen »premijski pridih«. Ključ do uspeha je torej v nenehnem širjenju nabora izdelkov (asortimenta), povezanosti in ujemanju izdelkov dane znamke med seboj, saj odjemalci večkrat na podlagi nekega izdelka blagovne znamke sklepajo na celotno podobo linije izdelkov. Zaradi vse večjega izbora trgovinskih blagovnih znamk je za uvajanje novih linij ključno dejstvo, da ti izdelki prinašajo spremembe za odjemalce. Z vse večjim uvajanjem »premijskih« blagovnih znamk pod trgovinske pa izginja bistvo luksuznih izdelkov (luksuz naj bi bila manj razširjena dobrina).

Keywords

izdelki;proizvodi;blagovne znamke;premijska tržna znamka;luksuzne dobrine;zaznana vrednost;zadovoljstvo odjemalcev;inovativnost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Klemen]
UDC: 658.626
COBISS: 13502236 Link will open in a new window
Views: 726
Downloads: 155
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Premium branding stategies - case Hofer Natur Aktiv
Secondary abstract: People want and try to keep up with the time and are striving for innovation and creativity. An important part of marketing research is also trademark management. Many of trademarks are premium and because of them we need to coordinate in detail all marketing activities of companies. It is important to expand the product assortment offered by the trademark, and the organization must stay in touch with innovations and sales trends. Only this way, organization can maintain a competitive edge and a high brand image in the eyes of customers. Nowadays organizations are adding some premium brands into their own product offering. Trademarks mostly belong to a value segment while premium brands maintain a constant “premium touch”. The key to success is therefore in constant product expansion, connectivity and matching of products of a given brand with each other, as customers repeatedly create the whole image of the product line on the basis of an individual brand product. With the increasing selection of brand names, the key to introducing new lines is the fact that these products bring change for customers. Due to the large introduction of premium brands the essence of luxury goods is disappearing (luxury is supposed to be a less widespread good).
Secondary keywords: product assortment;brand image;perceived value;trade and premium brand;customer satisfaction;innovation;luxury goods.;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 42 str.
ID: 11210983