20.500.12556/DKUM-11923 KOMUNICIRANJE BLAGOVNE ZNAMKE BRAND COMMUNICATION Kakovosten izdelek oz storitev podjetju še ne zagotavljata ugleda ali uspeha. Potrošniki imajo na izbiro polne police izdelkov, za nakup katerih se odločajo na podlagi različnih kriterijev. Diplomsko delo govori o blagovni znamki, ne samo kot o podjetju. Blagovna znamka so tudi kraji, ljudje, organizacije... Kotler blagovno znamko definira kot obljubo prodajalca, da bo kupcem dosledno ponujal določene lastnosti, koristi in storitve. Pomembna dejavnost vseh blagovnih znamk, ki nekaj štejejo, je komuniciranje z vplivnimi javnostmi. V diplomskem delu obravnavam načine komuniciranja s potrošniki in interno javnostjo, ki sta pravzaprav povezani. Zadovoljni zaposleni namreč ne samo, da delajo bolj kakovostno, so tudi komunikatorji družbe, ki o njej širijo dober glas med spošno javnostjo. Podjetja se vse bolj zavedajo pomena družbene odgovornosti, ki je rešilna bilka za prihodnost vseh nas. Žal pa te namere niso povezane le z zavednostjo, pač pa pogosto tudi z iskanjem koristi (ugleda in posledično dobička). Ko govorimo o komunikaciji blagovne znamke s potrošniki, je v ospredju pet poglavitnih dejavnosti: oglaševanje, neposredno trženje, pospeševanje prodaje, odnosi z javnostmi ter osebna prodaja, pri čemer je potrebna njihova pravilna kombinacija. Poleg omenjenih orodij je za komunikatorje današnjega časa izjemnega pomena tudi poznavanje novih medijev in s tem novih trendov komuniciranja ter poznavanje potrošnikovih navad, želja, strahov... Potrošniki in njihove navade se skozi obdobja spreminjajo, s tem tudi komuniciranje in upravljanje z njimi. Raziskava v obliki ankete med splošno javnostjo in intervjuja je pripomogla k potrditvi oz nepotrditvi postavljenih hipotez, ter k nadgradnji ugotovitev teoretičnega dela. Quality products and services alone do not guarantee reputation or success to companies. Consumers have fully-stoked shelves of quality products available for purchase and they decide on the basis of different criteria. Thesis discusses the concept of a brand beyond boundaries of a company. Brand also includes places, people, organizations... Kotler defines a brand as a promise of a salesman to consistently provide buyers with certain characteristics, benefits and services. An important activity of each brand that enjoys good reputation is communication with influential publics. In my thesis, I discuss different ways of communication with consumers and internal public, which are in fact closely related. Not only do satisfied employees work better and more efficient, but serve as the company's communicators that spread its reputation and good fame among general public. Companies are becoming increasingly aware of the role social responsibility plays, since it represents the lifeline for our future. Unfortunately, these intentions are not connected with the awareness alone, but oftentimes also with the ongoing quest for benefits (reputation and consequently profit). When we discuss communication of a brand to the consumers, we need to look at five main activities: advertising, direct marketing, sales promotion, public relations and personal sales, whereas a proper combination of mentioned activities is needed. Knowledge of new media and thereby new trends in communications as well as understanding consumers’ habits, wishes, fears, are also of significant importance for contemporary communicators beside already mentioned tools. Consumers and their habits modify with time consequently shifting communication and consumer management. Questionnaire research among general public and interviews contributed to confirmation and/or non-confirmation of the set out hypothesis and to upgrading of findings of the theoretical part. blagovna znamka komuniciranje prihologija potrošnikov orodja komuniciranja družbena odgovornost interno komuniciranje Petrol brand communicating consumer psychology communication tools social responsibility internal communication Petrol true true false [L. Koludrovič] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-24 09:08:01 2009-10-01 07:03:00 2022-04-12 07:03:57 2022-04-18 03:33:57 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.773.2:659.1(043.2) 13695510 URN:SI:UM:DK:4PEKQXFX UNI_Koludrovic_Lea_2009.pdf UNI_Koludrovic_Lea_2009.pdf 1 E0C3A45792B35E61531D971728A69772 f205c0151fee1b4cff5bd4119468ba1bebb3e6dbe01a178b6f754e0af2aaddf1 44ccc8d5-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ac6a3e36-00f4-4120-b498-ff27f0ab9b2e https://dk.um.si/Dokument.php?lang=slv&id=10965 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0