20.500.12556/DKUM-19781 RAZVOJ BLAGOVNE ZNAMKE - COCKTA BRAND BUILDING - COCKTA Temo, ki sem si jo izbrala za diplomski seminar sem razdelila na dva glavna dela. V prvem delu seminarja sem se osredotočila na teoretičen razvoj blagovne znamke, in s pomočjo različnih teoretikov opisala dejavnike, ki imajo bistven vpliv na blagovno znamko. Na razvoj blagovne znamke vplivajo tako notranji, kot zunanji dejavniki. Prav tako ima velik vpliv korporativna znamka, ki ji daje temelje. Poslanstvo blagovne znamke je bistvenega pomena, zato ga moramo zastaviti tako, da nam bo v ponos in nas bo zmeraj spominjal po kateri poti hodimo in kam želimo, prav tako je pomemben odnos, ki ga gojimo v organizaciji. Želeti si moramo uspeha in znati izkoristiti prednosti, ki jih razvijamo z blagovno znamko. V drugem delu, v praktičnem primeru diplomskega seminarja, sem povzela zgodovino razvoja blagovne znamke Cockta. Cockta je blagovna znamka, ki je stalnica na slovenskem trgu že šestdeset let, prav zato je pomembna blagovna znamka, od katere se lahko učimo in po njej povzemamo vrednote in prijeme, ki jih je uporabila na svoji dolgi poti do uspeha. Tudi, ko ji ni šlo vse tako, kot bi si želeli in so na njeno pot stopili močni konkurenti se ni vdala in ostala zmeraj zvesta svojim ciljem. Nikoli ni povzemala in se spreminjala samo zato, da bi ustrezala drugim. Sledila je svojim vrednotam in se uspešno, morda včasih, počasi prilagajala trendom, ki jih narekuje tempo življenja. Skozi pisanje diplomskega seminarja sem izluščila, da so temelji, ki jih postavimo, ko želimo graditi blagovno znamko, in jo razvijati bistvenega pomena. Pošteni, odkriti cilji in nameni so tisti, ki bodo skrbeli, da bomo razvoj peljali po pravi poti do blagovne znamke, na katero bomo lahko s ponosom pokazali in rekli, ta blagovna znamka je vredna našega zaupanja. Topic that I have chosen for my graduate seminar was divided into two main sections. In the first part of the seminar, I focused on the theoretical development of the brand. I summarized a variety of theorists which have a material impact on the brand building. I realised that internal as external factors have big influence on creating a brand. And also has a major impact a corporate brand, which gives us a foundation for further development. The mission of the brand is essential. It has to present our desires and must be realistic. It needs to motivate and always remember us which way we walk and how we want in the future. One of the most important part of good and successful organisation is also relationship between co-workers, which needs to be trustworthy and treated with respect. In the second part, in the practical case of graduate seminar, I summarized the history of brand development Cockta. Cockta is a brand that is a constant on the Slovenian market for sixty years. It is important trademark, on a case we can learn from on every developing brand. Cockta survived the good and the worst times on her path. This brand always kept her mission and follow her goals. As a brand it never changed just to suit others, but just to be attractive and kept in time. Through the writing of graduate seminar I found out, that the firm and good foundations are essential, when we want to build a brand. Fair purposes are the ones which will take us on right path to develop a brand, on which we will be proud and will be trustworthy. blagovna znamka razvoj vrednote celostna grafična podoba kultura Cockta. brand development values corporate identity culture Cockta. true true false [S. Premzel] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-08-29 09:55:39 2011-11-21 12:42:08 2022-04-13 15:39:32 2023-12-26 03:08:01 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10843932 URN:SI:UM:DK:EDKT0GNX UNI_Premzel_Savina_2011.pdf UNI_Premzel_Savina_2011.pdf 1 ED03A71878898F33B8FF0F8488B8746C 4efa99f4769b1e3e7aa7397eaf5f82427a8620b9379001730cf3bf6bc6379a42 76338698-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f33cd018-74fc-4fac-9aa8-245a7e68b4f9 https://dk.um.si/Dokument.php?lang=slv&id=24119 Ekonomsko-poslovna fakulteta 0 0 0