20.500.12556/DKUM-37549 RAZVOJ BLAGOVNE ZNAMKE BARBIE DEVELOPMENT OF THE BRAND BARBIE Blagovna znamka je pomemben simbol s katerim označimo izdelek, vendar je znamka še veliko več kot samo izraz, oznaka ali ime. Njen osnoven namen je »vdihniti« izdelku prepoznavnost med kupci. V današnjem času, ko imamo za zadovoljitev naših potreb na stotine različnih izdelkov, je to zelo pomembno. Blagovna znamka je nepredstavljiv potencial, ki ga podjetje lahko gradi in neguje ali pa ga nepremišljeno zapravi. Podjetje Mattel je primer podjetja, ki s svojimi blagovnimi znamkami zna dobro in preudarno ravnati. Mattelov največji uspeh je zagotovo blagovna znamka Barbie, v okviru katere so bile izdelane najbolj priljubljene igrače na svetu. Spoznati in predstaviti razvoj blagovne znamke Barbie je glaven namen diplomskega seminarja. Zgodba blagovne znamke Barbie se je pričela pred več kot triinpetdesetimi leti, s prodajo prve punčka Barbie. Blagovna znamka se je iz leta v leto razvijala in je danes nepredstavljivo razsežna. V njenem okviru so izdelali na stotine različnih izdelkov, ki podjetju prinašajo rekordne zaslužke. Kakovostni in inovativni izdelki, dostopni skoraj v vseh državah sveta, odlično marketinško komuniciranje in zvita cenovna polika so pripomogli k neverjetni uspešnosti in prepoznavnosti blagovne znamke Barbie po vsem svetu. A trademark is an important symbol with which we label a product, but the expression trademark is a lot more than just an expression, mark or name. The trademark’s elementary purpose is to “inspire” the product with recognition by the customers. Nowadays, as we have hundreds of products to satisfy all our needs, this is very important. A trademark has an unimaginable potential that a company can build, take care of or even waste imprudently. The company Mattel is a perfect example of how a company can treat its trademark well and prudently. Mattel’s biggest success is the trademark Barbie, within the framework of which were made the most popular toys all over the world. Getting to know and presenting the trademark Barbie is the main purpose of this Diploma seminar. The story of the trademark Barbie began more than fifty-three years ago, with the sale of their first Barbie doll. The trademark developed more year after year and today it has (unimaginably) extended widely. Within its framework, more than a hundred different products were made, which brought the company record-breaking earnings. Qualitative and innovative products, accessible in almost every country of the world, and excellent marketing communication and crafty price politics, helped towards the incredible success and recognition of the trademark Barbie all over the world. blagovna znamka razvoj blagovne znamke podjetje Mattel blagovna znamka Barbie punčka Barbie trademark development of the trademark company Mattel trademark Barbie Barbie doll true true false [B. Krajnc] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-09-03 21:10:40 2012-12-14 11:14:00 2022-04-23 23:16:39 2021-04-18 03:16:42 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 11267356 URN:SI:UM:DK:WMBVAYEO UNI_Krajnc_Barbara_2012.pdf UNI_Krajnc_Barbara_2012.pdf 1 A414DDB46C2F57E918D3EBF5A19824F6 b93eeb4869ad481cf1177df1b937168614a68fc30b30b0b32f5f2324832ce5cc 452537e0-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/53c4728d-e30f-4710-9016-4ddbf6d9c087 https://dk.um.si/Dokument.php?lang=slv&id=49541 Ekonomsko-poslovna fakulteta 0 0 0