Blagovne znamke luksuznih izdelkov

diplomski projekt

Grega Krajnc (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V zadnjih desetletjih so blagovne znamke, zaradi svojih številnih prednosti, močno pridobile na pomenu. Podjetjem omogočajo doseganje večjih tržnih deležev, prepoznavnost, proizvodnjo diferenciranih izdelkov, odjemalcem pa nudijo olajševanje odločitvenega procesa, ob manjšem tveganju in povezanost s ponudniki. Najbolj čista oblika blagovnih znamk pa je značilna za luksuzne izdelke, za katere blagovna znamka predstavlja največje premoženje v podjetju, z vidika odjemalca pa omogoča samoizražanje, zagotovitev kakovosti in unikatnosti. V tem diplomskem projektu bomo na kratko opisali kaj obsega upravljanje z luksuznimi blagovnimi znamkami, skupne in specifične značilnosti določenih izdelkov, ter medsebojne razlike na praktičnih primerih. Za razumevanje delovanja luksuznih blagovnih znamk, je pomembno da se najprej seznanimo z nekaterimi osnovnimi pojmi, s katerimi se srečujemo pri proučevanju blagovnih znamk. V drugem poglavju bomo na kratko predstavili zgodovino blagovnih znamk, povzeli in navedli njihovo opredelitev ter pomen v družbi. Opisali bomo njihovo vrednotenje z vidika odjemalcev in z vidika podjetja. V tretjem poglavju bomo preučili kaj pomeni luksuz, kako ga definirajo odjemalci in kdo so odjemalci luksuznih izdelkov. Predstavili bomo strategije vodenja luksuznih blagovnih znamk glede na razlike v njihovem izvoru ter nekaj tveganj, ki so jim izpostavljene, kot je ponarejanje. V zadnjem, četrtem, poglavju bomo na primerih štirih svetovno znanih luksuznih blagovnih znamk ogledali načine upravljanja, sestavine in tveganja s katerimi se spopadajo. Glede na to, da sta dve izbrani znamki evropskega, dve pa ameriškega porekla, jih bomo med sabo primerjali.

Keywords

blagovne znamke;kakovost;vrednotenje;strategija;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[G. Krajnc]
UDC:	658.626
COBISS:	12236060
Views:	983
Downloads:	209
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brands of luxury products
Secondary abstract:	Because of its many advantages in recent decades, brands gained greatly in importance. Brands enable companies to achieve significantly bigger market shares, recognition, production of differentiated products, providing consumers easier decision-making process at smaller risks and better interaction with providers. The most pure form of brand is typical for luxury products, for which trademark is the greatest asset of the company. For clients, it allows self-expression, ensures the quality and uniqueness of certain product. In this project, we will briefly describe what management of luxury brands is, common and specific characteristics of certain products, and the difference between them in practical situations. To understand how luxury brands really function, it is important to first get to know with some basic concepts which we face with when considering brands. In the second chapter we will briefly present the history of the certain brand, sum up and state its definition and significance in society. We will go through their values in terms of customers, and the company. In the third chapter, we will explore what luxury actually means, how customers define it and who consumers of luxury products are. We will present the strategies of luxury brand management, given the differences in their origins and some of the risks they are exposed to (forgery). In the last, fourth chapter we will review the management methods, factors and the risks on cases of four world-known luxury brands. Due to the fact that the two selected brands are from Europe and two American, we will compare them with each other.
Secondary keywords:	Brands;branding;luxury products;Ferrari;Louis Vuitton;Vera Wang;Cadillac.;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 36 str.
ID:	8888375