Management blagovnih znamk v ekipnih športih

diplomski projekt

Tilen Žičkar (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V diplomskem projektu se bomo seznanili z managementom v športu, njegovimi nalogami in oblikami. Spoznali bomo pojem blagovne znamke, kjer bomo pojasnili različne oblike tolmačenja tega pojma. Kot navaja naslov, bomo podrobneje obravnavali blagovne znamke v ekipnih športih, kamor sodijo blagovne znamke športne opreme, športniki-posamezniki kot blagovne znamke, športne organizacije kot blagovne znamke in športne prireditve kot blagovne znamke. S študijo primera bomo analizirali management blagovne znamke Adidas. Osredotočili se bomo predvsem na povezovanje blagovne znamke Adidas z ekipnimi športi. Cilj naloge je predstavitev managementa blagovnih znamk v športu, s poudarkom na ekipnih športih. Za primer bomo izbrali in analizirali blagovno znamko Adidas. Iz celotnega dela je razvidna pomembnost managementa blagovnih znamk v športu in na splošno, saj je usklajevanje človeških in materialnih virov v športu ključnega pomena za vzpostavitev in nadaljni razvoj uspešne in ugledne blagovne znamke.

Keywords

blagovne znamke;management;šport;športni management;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Žičkar]
UDC:	658.626:796
COBISS:	12615708
Views:	1053
Downloads:	125
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Brand management in team sports
Secondary abstract:	In the diploma project we will get acquainted with management in sport, its tasks and types. Furthermore, the term trademark with its different forms of interpretation will be presented. As stated in the title, the focus will be on trademarks in team sports, including trademarks of sports equipment, athletes-individuals as trademarks, sport organizations as trademarks and sport events as trademarks. With a case study management of Adidas trademark will be analysed. The main emphasis will be on the connection of Adidas trademark with team sports. The aim of the thesis is to describe management of trademarks in sport, with stress on team sports. As an example Adidas trademark will be chosen and analysed. In the entire work the importance of trademark management in sport and in general is indicated, since coordinating human and material sources in sport is of key significance for establishment and further development of a successful and renowned trademark.
Secondary keywords:	management;sport;team sports;trademark;Adidas;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	39 str.
ID:	9162231