diplomsko delo
Petra Rebernik (Author), Borut Milfelner (Mentor)

Abstract

V diplomskem delu smo analizirali prepoznavnost blagovne znamke Lušt, ki je last podjetja Paradajz, d.o.o. Mlado podjetje je leta 2012 lansiralo na slovensko tržišče blagovno znamko Lušt, ki je postala pravi prodajni hit med slovenskimi odjemalci. Zaradi lažjega pregleda smo diplomsko delo razdelili na teoretični in praktični del. V teoretičnem delu diplomskega dela smo predstavili blagovno znamko in prepoznavnost blagovne znamke. V okviru blagovne znamke smo najprej predstavili zgodovinski razvoj blagovne znamke. Nato smo zapisali njeno splošno opredelitev, pomen ter funkcije. V nadaljevanju smo zapisali cilje blagovne znamke in njeno zaznavno vrednost. Poglavje o blagovni znamki smo zaključili z vrstami blagovne znamke in njeno pravno zaščito. V okviru prepoznavnosti blagovne znamke smo najprej opredelili prepoznavnost in poznavanje blagovne znamke. V nadaljevanju smo predstavili pomen prepoznavnosti ter orodja, ki prispevajo k njeni večji prepoznavnosti. Poglavje smo zaključili z opisom merjenja prepoznavnosti blagovne znamke. V praktičnem delu diplomskega dela smo na kratko predstavili podjetje Paradajz in razvoj njihove blagovne znamke Lušt. V nadaljevanju smo predstavili raziskavo o prepoznavnosti blagovne znamke Lušt. Teoretični del smo zaključili s predstavitvijo rezultatov ankete ter potrditvijo oziroma zavrnitvijo v raziskavi podanih hipotez. K temu smo dodali še priporočila.

Keywords

blagovne znamke;prepoznavnost;tržne raziskave;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [P. Rebernik]
UDC: 658.626(043.2)
COBISS: 12434716 Link will open in a new window
Views: 1846
Downloads: 537
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Other data

Secondary language: English
Secondary title: Brand awareness of Lušt
Secondary abstract: In this diploma work we analyzed the brand awareness of Lušt, which is owned by the company Paradajz. A young company launched the brand Lušt on the Slovenian market in 2012. The brand Lušt became a real sales hit among Slovenian consumers. To facilitate the review we divided the diploma work into theoretical and practical part. In the theoretical part of diploma work we presented the brand and brand awareness. Within the brand, we first presented the historical development of the brand. Then we noted its general definition, meaning and function. In the following we have written goals of brand and its perceptual value. Chapter about the brand was completed with the kinds of brand and its legal protection. In the context of brand awareness, we first defined the recognition and awareness of the brand. Further on, we outlined the importance of recognition and tools that contribute to its wider recognition. Chapter was concluded with a description of the measurement of brand awareness. In the practical part of diploma we briefly presented the company Paradajz and development of their brand Lušt. Therefore we presented a survey on brand awareness of Lušt. The practical part is completed with the presentation of the results of the questionnaire and the confirmation or rejection of the hypothesis given in the survey. To this we also added recommendations.
Secondary keywords: Branding;brand awareness;brand Lušt;survey;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 37 f.
ID: 9140596