20.500.12556/DKUM-37241 REVITALIZACIJA BLAGOVNE ZNAMKE TOPER REVITALIZATION OF THE BRAND TOPER Blagovne znamke predstavljajo pomemben del našega vsakdanjega življenja. Za nekatere je znano, da imajo že več desetletno tradicijo, nekatere komaj nastajajo, druge pa dočakajo tudi svoj propad. Diplomska naloga zajema in obravnava blagovno znamko Toper, kako je bila v času Jugoslavije konkurenčna svojim tekmecem, vse dokler ni doživela stečaj podjetja. Vsi so že mislili, da blagovna znamka Toper ne bo nikoli več oživela, vendar jo je podjetje Lohnko Inženiring po skoraj dveh desetletjih vzelo pod svoje okrilje in jo ponovno oživelo. Kako jim je to uspelo in kakšen uspeh so doživeli z blagovno znamko Toper je opisano v drugem delu diplomske naloge, prav tako sem v diplomski nalogi navedla pomen blagovne znamke Toper ter razloge za njeno ukinitev. Dodala sem SWOT analizo, ki ugotavlja dejavnike, ki so blagovno znamko Toper popeljali na sam vrh, po drugi strani pa slabosti, katerih se mora izogibati, da ne bi doživela enake usode, kot jo je doletela v 90. letih 20. stol. Brands are an important part of our everyday life. For some it is known, that they have several decades long tradition, some are just being formed, while others are ruined. The thesis includes and discusses the brand Toper, how it was emulative to other competitors in the time of Yugoslavia, until it experienced a bankruptcy. They all thought that the brand Toper will never revive, but after nearly two decades the company Lohnko Inženiring took the brand under his wing and brought it back to life. How they made it and what success they achieved with the brand Toper is described in the second part of the thesis, furthermore I also stated in the thesis the meaning of the brand Toper and reasons for the abolishment, I also added the SWOT analysis, which on the one hand determines factors, that took the brand Toper to the top, and on the other hand weaknesses, which they must avoid to not experience the same fate, as it has already suffered in the 90s of the 20th Century. blagovna znamka revitalizacija blagovne znamke oživitev mrtve blagovne znamke upokojitev znamke prenova blagovne znamke in retro-znamčenje brand revitalization of brand revival of brand retiring brand re-branding and retro branding. true true false [E. Nabernik] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-08-22 12:36:41 2012-12-11 09:24:46 2022-04-22 11:16:27 2021-04-16 03:48:07 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 11251740 URN:SI:UM:DK:VMGNBCUZ UNI_Nabernik_Eva_2012.pdf UNI_Nabernik_Eva_2012.pdf 1 55B457969CB6F96868EB01A2DAD4D4CB c15e295e2ebabaf30e023e7a29cba6a73d2efd072d3dc589fd82881e1b5688ba 3797d136-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ba105182-7b80-4085-bbd9-d0ee02238576 https://dk.um.si/Dokument.php?lang=slv&id=49246 Ekonomsko-poslovna fakulteta 0 0 0