Management blagovnih znamk v športu

delo diplomskega projekta

Luka Ornik (Author), Duško Uršič (Mentor)

Abstract

V diplomskem projektu bom v začetku razložil pojme, ki se povezujejo z diplomskim projektom. V okviru tega bom opisal pojme managementa , predvsem v športu. Opredelil bom pojem blagovna znamka, kako jih prepoznamo v športu, katere so dovolj uspešne kaj so razlogi zato, in na kak način to dosečti. Posvetil se bom managementu blagovnih znamk v športu, v nalogi bom skušal odgovoriti na vprašanja, kako upravljati z blagovnimi znamkami, da bodo postala in tudi ostala prepoznavna v svoji športni panogi. Tukaj lahko delimo blagovne zanmke na ekipne športe, športnikih kot blagovni znamki, prireditvi kot blagovni znamki in blagovnih znamkah športne opreme. Pomembno mi je , da uspem ugotoviti kaj vse je potrebno za to, da je blagovna znamka uspešna in katere koncepte managementa in marketinga za to potrebujemo. Opisal bom tudi vlogo marketinga v športu in predvsem marketinško komunicranje v športu. V zaključku bom opisal organizacijo športne prireditve v Sloveniji. Opisal bom organizacijo svetovnega prvenstva v biatlonu na Pokljuki. Cilj mojega diplomskega projekta je tako , da uspem spoznati kako deluje blagovna znamka in kaj vse je potrebno narediti, da imamo uspešno, ugledno in prepoznavno blagovno znamko v športu.

Keywords

marketing;management;blagovne znamke;šport;športne organizacije;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	L. Ornik
UDC:	658.626:796
COBISS:	83555843
Views:	316
Downloads:	26
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand management in sport
Secondary abstract:	This diploma thesis concentrates on sports trademarks and their management in various sports events presenting their vital role in the specific sports industry. A brand name comprises of identity, emotions, awareness, and an overall belonging to a specific sports group or interests. Therefore it is of significant meaning to attentively consider sports branding when organizing a sports event. Nevertheless strong and appropriate branding can increase sales, prices, customer loyalty, and overall revenue. In the theoretical part, I will focus on presenting specific terms related to management and sports trademark management in specific. My goal is to understand what is the relationship between sports trademark and sportsmen and after all even a specific sports event that will be presented in the practical part of the thesis. In specific, the practical part comprises of presenting the biathlon worlds competition that took place in Pokljuka, 2021 and its related trademarks. In the conclusion, my final statement will only confirm the importance of displaying trademarks in prominent places at sporting events can only contribute to the overall success of both, trademark and an event.
Secondary keywords:	management;trademark;marketing;sports;sports organization;biathlon;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	38 str.
ID:	12888877