20.500.12556/DKUM-23130 CO-BRANDING MED ABANKO VIPO D.D. IN FILMOM OBUTI MAČEK CO-BRANDING BETWEEN ABANKA VIPA D.D. AND MOVIE CAT IN BOOTS Desetletja se je vrednost podjetja merila z vrednostjo njegovih objektov in zemljišč, nato pa z opredmetenimi osnovnimi sredstvi. Toda šele nedavno smo spoznali, da njegova dejanska vrednost leži zunaj podjetja samega, v glavah potencialnih kupcev. Vedno pogosteje se podjetja povezujejo v izvajanju skupnih projektov trženja. To pomeni, da dve različni podjetji združita svoji blagovni znamki v skupnem prizadevanju pri ustvarjanju dodane vrednosti. Ali je co-branding kaj novega? Ne. Že v 60-letih prejšnjega stoletja so obstajale povezave med proizvajalci praškov in bele tehnike ter naftnimi podjetji in proizvajalci avtomobilov. Novo je današnje zavedanje podjetja, da so strateška zavezništva bistvenega pomena za pridobivanje in ohranjanje konkurenčne prednosti. Včasih lahko korporacije sodelujejo in tekmujejo z istim podjetjem. tekmujejo z istim podjetjem. -Novi izdelki na trgu se jasno identificirajo z blagovnimi znamkami, ki so sodelovale pri njihovem ustvarjanju in trženju. -Mnoge znamke izkoristijo partnerjevo vrednost blagovne znamke. -Da bi povečali tržni delež podjetja, številna podjetja iščejo pomoč drugih podjetij, katerih blagovna znamka je že uveljavljena na novem trgu. -Co-branding lahko pomaga pri širitvi blagovne znamke. -Povsem vsakdanji je postal co-branding med sestavnim delom in končnim izdelkom. -Cilj co-brandinga je lahko pomeni krepitev imagea blagovne znamke. -Co-branding se pojavlja tudi v pospeševanju prodaje. -Programi zvestobe vse bolj vključujejo co-branding strategijo. -Co-branding lahko predstavlja delovanje trgovine na drobno. Na primer, izdelek je lahko načrtovan posebej za trgovca in je označen z obema znamkama, proizvajalca in prodajalca. -Eden od ciljev co-brandinga je izraba sinergij med več blagovnimi znamkami. For decades the value of a company was measured in terms of its buildings and land, and then in tangible assets. It is only recent that we have realized that its real value lies outside the business itself, in the minds of potencial buyers. With increasing frequency, companies today are undertaking joint marketing projects. That is, two different companies pair their redspective brands in a collaborative marketing effort. Is co-branding new? No. In 1960s, there were early classics-detergents endorsed by white goods brands, and oil brands endorsed by car manufacturers. What is new is today,s corporate awareness that strategic alliances are essential to acquiring and maintaining a competitive edge. Sometimes corporations may have to cooperate with and compite against the same company. -New product launches clearly identify the brands that cooperated to create and market them. -Many line extensions capitalize on partner brands equity. -To maximaize their brand extension, success rates, many comapnies seek help from other companies brands. -Co-branding may help usage extension. -Ingredient co-branding has now become commonplace. -Image reinforcement may also be an objective of co-branding. -Co-branding appears in sales promotions too. -Loyalty programmes, increasingly, include co-branding arrangements. -Co-branding may signal a trade marketing operation. For instance, the product may be designed specifically for a distributor and singned by both manufacturer retailer. -Capitalising on synergies among a number of brands is another co-branding objective. trženje blagovna znamka co-branding partnersko povezovanje trženjska strategija marketing brand co-branding partnership marketing strategy true true false [S. Gawish] Slovenski jezik Angleški jezik Diplomsko delo 2012-05-22 22:38:47 2012-08-17 12:08:42 2022-04-14 12:22:14 2023-12-30 03:15:42 2012 0 Ljubljana 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 11137052 URN:SI:UM:DK:EDFDHRPI VS_Gawish_Simona_2012.pdf VS_Gawish_Simona_2012.pdf 1 C859AD9FE413B46A52DFE31134414E8C a107408bad7a307e4ba467ecbb26b65c3c82910524d7b8e59454de463b3626cb 9053f65b-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a8c36574-5af9-4494-a12d-4fae8c33deaf https://dk.um.si/Dokument.php?lang=slv&id=30165 Ekonomsko-poslovna fakulteta 0 0 0