Marketinške strategije luksuznih blagovnih znamk

delo diplomskega projekta

Anja Prešern (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Dandanes nas blagovne znamke spremljajo ob vsakem koraku, zato njihovi skušnjavi ne moremo ubežati. Od nekdaj so veljale za nekaj prestižnega, težko dostopnega, razkošnega in so omogočale, da si odjemalci z njimi gradijo družbeni status. Visoke cene so zasnovane na kakovosti materialov, trajnosti in ekskluzivnosti izdelkov. Luksuzne blagovne znamke imajo drugačne strategije kot navadne blagovne znamke. V splošnem uporabljamo 4P-model (izdelek, cena, distribucija, promocija), vendar za strategije luksuznih blagovnih znamk to ni dovolj. Le-te morajo uporabljati 7P-model, ki zraven 4P- modela vsebuje še ljudi, procese in fizične dokaze. Razlikujejo se tudi strategije luksuznih blagovnih znamk med ameriškimi in evropskimi. V splošnem si luksuzne blagovne znamke prizadevajo ohraniti simbolni status in s svojim imenom zgraditi zgodbo, ki je nihče ne bo pozabil.

Keywords

blagovne znamke;luksuzne znamke;prestiž;odjemalci;strateški marketing;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Prešern]
UDC:	658.626
COBISS:	40526339
Views:	434
Downloads:	80
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing strategies of luxury brands
Secondary abstract:	Nowadays, brands follow us every step of the way, so we can’t escape their temptation. They have always been considered something prestigious, difficult to access, luxurious and allowed customers to build social status with them. High prices are based on the quality of materials, durability and exclusivity of products. Luxury brands have different strategies than regular brands. We generally use the 4P model (product, price, production, promotion), but this is not enough for luxury brand strategies. They must use the 7P model, which in addition to the 4P model also contains people, processes and physical evidence. Luxury brand strategies also differ between American and European. In general, luxury brands strive to maintain their symbolic status and build a story around their name that no one will forget.
Secondary keywords:	Luxury brands;luxury;customers;prestige;strategies.;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	IV, 56 str.
ID:	11988685