Analiza raziskav blagovnih znamk v Sloveniji

delo diplomskega seminarja

Simon Bernard (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V diplomskem seminarju z naslovom »Analiza raziskav blagovnih znamk v Sloveniji« smo najprej iz teoretičnega vidika opredelili blagovne znamke ter opisali raziskave v marketingu s poudarkom na metodah raziskovanja. Glavni namen in vodilo pri pisanju diplomskega seminarja pa je bil ugotoviti in raziskati metodologije raziskav – za kasnejšo analizo. Tega smo se lotili tako, da smo najprej opisali, raziskali in analizirali različne slovenske raziskave blagovnih znamk, pri čemer smo se omejili na večje oz. bolj poznane raziskave. Opisali smo naslednjih 7 raziskav, med katerimi so bile: Raziskava PGM Valicon, raziskava Trusted Brand, raziskava Produkt leta, raziskava Si.Brand TOP 50, raziskava Superbrands, raziskava športnih blagovnih znamk ter raziskava bančnega sektorja. Po opisu vseh raziskav pa smo analizirali metodologijo teh raziskav. Oblikovali smo 7 kriterijev, kateri so po našem mnenju pomembni za metodologijo raziskave, v končni fazi pa je od metodologije odvisna tudi verodostojnost in objektivnost raziskave. Ker od uvrstitev na lestvice različnih pri raziskavah blagovnih znamk podjetja neposredno nimajo prav veliko, smo eno poglavje namenili tudi posrednim učinkom in vplivom, ki jih imajo uvrstitve na dobra mesta pri raziskavah. Nekatere od raziskav tudi ponujajo pravice do uporabe različnih nazivov ter uporabo logotipov raziskav, kateri se velikokrat pojavljajo kasneje v namene marketinškega komuniciranja. Ob analizi sedmih podjetij smo prišli do ugotovitev, da imajo uvrstitve na lestvice pri raziskavah blagovnih znamk vsaj 2 pomena. Prvi pomen vpliva na višanje prodaje (pri nekaterih podjetjih se je prodaja povišala tudi za eno tretjino). Medtem, ko pa je drugi pomen tisti, ki se nanaša na podjetje, kjer imamo v mislih predvsem zavedanje, da je podjetje z upravljanjem določene blagovne znamke na pravi poti.

Keywords

blagovne znamke;tržne raziskave;metode;metodologija;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[S. Bernard]
UDC:	339.13
COBISS:	11561244
Views:	1557
Downloads:	241
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of research on brands in Slovenia
Secondary abstract:	In the seminar paper, with the title » Analysis of research on Brands in Slovenia«, we firstly defined the trademarks from a theoretical view and described the surveys in marketing with the focus on methods of research. The main purpose and guidance in constructing this diploma was, to determine and research the methods of researching – for later analisys. We approached the problem with firstly research, describe and analyze different slovenian past researches on trademarks, by which we focused on the more known surveys. We have described the following 7 surveys, which are: PGM Valicon survey, Trusted Brand survey, Produkt leta survey, Si.Brand TOP 50 survey, Superbrands Survey, survey of ports trademarks and we the research of the Bank sector. After describing and presenting all the surveys, we also analyzed the methodology of all of them. We designed 7 criteria, which are by our review important for the methodology of the survey. In the end also the credibility and objectivity of the survey, depend on the methodology. Because of the inclusion on the scales of different research brands do not have much directly, we devoted one chapter to the indirect impacts and influences, which have good rankings among surveys. Some of the studies also provide the rights to use different titles and the use of logos of researches, which often occur later in the purpose of marketing communication. During the analisys we have come to the conclusion, that the rankings have 2 different meanings when it comes to trademarks. The first conclusion was, that the rankings influence the sell rate (by some companies it also rose for even one-third), while the second conclusion was more refered tp the company itself, where we are aware that the company is on the right way with dealing with the trademark.
Secondary keywords:	Brand survey;methods of research;rankings;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	70 str.
ID:	8727068