Premoženje blagovne znamke Malinca v digitalnem obdobju

diplomsko delo

Metka Adan (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Diplomsko delo temelji na raziskavi premoženja blagovne znamke Malinca v digitalnem obdobju. Vsako podjetje si želi ustvariti močno in uspešno blagovno znamko, saj takšna blagovna znamka prinaša številne koristi. Da lahko podjetja to dosežejo, morajo ustvariti uravnotežen pogled na blagovno znamko, ki zajema notranji in zunanji pogled. V okviru diplomskega dela smo se osredotočili na zunanji pogled blagovne znamke, ki predstavlja njeno premoženje. Pozornost smo namenili digitalnemu obdobju, ki zahteva od podjetij drugačne strategije, kot jih zahteva tradicionalno okolje. V raziskavi, ki smo jo izvedli z anketnim vprašalnikom, je sodelovalo 100 respondentov. Želeli smo ugotoviti, kakšno je premoženje blagovne znamke Malinca, torej kakšno je zavedanje te blagovne znamke, njena podoba in zaznana kakovost v mislih odjemalcev ter kako zvesti so odjemalci tej znamki. Ker smo dali poudarek na digitalno obdobje, smo se osredotočili na točke stika, preko katerih odjemalci najpogosteje prihajajo v stik z blagovno znamko Malinca. Predvsem so nas zanimale digitalne točke stika, ki predstavljajo pomembno orodje v digitalnem okolju. Rezultati raziskave so pokazali, da je blagovna znamka Malinca uspešna pri grajenju premoženja v digitalnem obdobju. Odjemalci jo povezujejo s prehranskimi dopolnili, naravno kozmetiko, zdravo prehrano, Malinco Nastjo in zdravimi izdelki. Prav tako menijo, da je blagovna znamka Malinca zanesljiva, uporabna in moderna znamka, s privlačno embalažo ter z uporabno spletno stranjo. Raziskava je pokazala, da 89 % odjemalcev najpogosteje prihaja v stik z Malinco preko digitalnih točk stika, kot so internet, družbena omrežja in vplivneži. Zaznana kakovost izdelkov blagovne znamke Malinca je zelo visoka, prav tako pa bi odjemalci te izdelke verjetno in zelo verjetno priporočili svojim prijateljem, znancem in/ali sorodnikom.

Ključne besede

blagovne znamke;digitalna doba;premoženje;prehranbeni dodatki;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	M. Adan
UDK:	658.626
COBISS:	75489539
Št. ogledov:	507
Št. prenosov:	143
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Customer-based brand equity of Malinca in digital era
Sekundarni povzetek:	The Bachelor's thesis is based on the research of the brand equity of the brand Malinca in the digital era. Every company wants to create a strong and successful brand, as such a brand brings many benefits. In order for companies to achieve this, they need to create a balanced view of the brand that encompasses both internal and external views. In the context of the thesis, we focused on the external view of the brand which represents its equity. We paid attention to the digital era which requires companies to have different strategies than the traditional environment. The survey, which was conducted with a survey questionnaire, involved 100 respondents. We wanted to find out what the brand equity of the Malinca brand is, what the awareness of this brand is, its image and perceived quality in the minds of customers are and how loyal the customers are to the brand. Since we focused on the digital era, we focused on the touchpoints through which customers most often come into contact with the Malinca brand. We were mainly interested in digital touchpoints, which are an important tool in the digital environment. The results of the research showed that the Malinca brand is successful in building brand equity in the digital era. Customers associate it with nutritional supplements, natural cosmetics, healthy eating, Malinca Nastja and healthy products. They also believe that the Malinca brand is a reliable, useful and modern brand, with attractive packaging and a useful website. The survey showed that 89 % of customers most often come into contact with Malinca through digital touchpoints such as the internet, social networks and influencers. The perceived quality of Malinca brand products is very high, and customers would probably and very likely recommend their products to friends, acquaintances and / or relatives.
Sekundarne ključne besede:	Brand;brand equity;digital touchpoints;digital era;nutritional supplements.;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	II, 46 str., 3 str. pril.
ID:	12987313