20.500.12556/DKUM-42406 OBLIKOVANJE TRGOVSKIH BLAGOVNIH ZNAMK PRIVATE LABEL DESIGNING Za dolgotrajni obstoj podjetja na tržišču je pogoj njegova uspešnost. Uspešnost podjetja pa je pogojena s kakovostjo njegovih proizvodov in storitev, ki jih podjetje ponuja na tržišču. Odlična kakovost njegovih outputov je zagotovljena le s stalnim razvojem in sledenjem trendom. Podjetje za močnejšo povezavo in poistovetenje potrošnika z izdelkom uporablja orodje, ki se imenuje blagovna znamka. Tako se tudi trgovska podjetja poslužujejo tega orodja za dodajanje čustvene komponente lastnim izdelkom. Današnji trend v prehrambni industriji se nagiba k uporabi ekološko pridelanih izdelkov. Vedno več potrošnikov se pri nakupih odloča za zdravo in naravno prehrano. Namen diplomskega seminarja je predstavitev procesa oblikovanja trgovske blagovne znamke. Uspešnost procesa oblikovanja trgovske blagovne znamke Mercator Bio smo preverili s pomočjo ankete, ki je slonela na raziskavi zaznave trgovske blagovne znamke pri potrošnikih. The condition for long-lasting existence of the company on the market is his successfulness. The successfulness of the company is conditioned with the quality of its products and services that the company is offering on the market. The first-class quality of its outputs is guaranteed only with constant development and following trends. For stronger connection and identification of the consumer with the product, the company is using a tool called private label. Because of that, the trading companies are also using this tool for giving emotional component to their own products. The trend of today in the food industry is leaning towards using organically produced products. More and more consumers are deciding to buy healthy and natural grown food. The purpose of this diploma seminar is introducing the process of designing the private label. The successfulness of the process of designing the private label Mercator Bio was checked with the help of a poll that was based on the survey of detection of a private label with consumers. Blagovna znamka trgovska blagovna znamka oblikovanje trgovske blagovne znamke marketinški splet trgovska blagovna znamka Mercator Bio Trade mark private label private label designing marketing mix private label Mercator Bio true true false [L. Majcenovič] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2013-09-19 15:19:07 2013-11-27 10:36:55 2022-05-07 03:06:44 2021-04-27 03:26:15 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 11586844 URN:SI:UM:DK:6DMYJB7I UNI_Majcenovic_Lea_2013.pdf UNI_Majcenovic_Lea_2013.pdf 1 56D76318E39F113BE1E2C6889D732F30 e95cd956c74e70bef4439821bb440bc2a410f41e0808d26876d866234a0e37c0 646eeff6-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=59280 Ekonomsko-poslovna fakulteta 0 0 0