20.500.12556/DKUM-54262 Marketing luksuznih blagovnih znamk Marketing of luxury brands Predmet analize v predloženem diplomskem projektu je marketing luksuznih blagovnih znamk. Koncept luksuznih blagovnih znamk smo najprej opredelili na teoretični ravni ter predstavili kompleksnost in posebnosti njihovega marketinškega spleta. V nadaljevanju smo predstavili luksuzno blagovno znamko – storitve hotela Kempinski Palace Portorož in luksuzno blagovno znamko – izdelke podjetja Sembikiya. Z analizo obeh primerov smo ugotovili, da ustrezata vsem kriterijem, ki jih mora izpolnjevati neka blagovna znamka, da se sme imenovati luksuzna. Prav tako smo identificirali tipe obeh predstavljenih luksuznih blagovnih znamk glede na stopnjo luksuznosti, zavedanje o blagovni znamki med odjemalci, medtem ko tipologije glede na obseg poslovanja nismo mogli identificirati. Analiza predstavljenega marketinškega spleta obeh izbranih luksuznih blagovnih znamk nam je pokazala podobnosti v kakovosti storitev pri Kempinskem hotelu in izdelkov pri Sembikiyi. Najbolj se je marketinški splet obravnavanih luksuznih blagovnih znamk razlikoval v izbiri marketinških poti in marketinškega komuniciranja. The subject of analysis in the present diploma thesis is marketing of luxury brands. First we identified the concept of luxury brands on a theoretical level and also complexity and particularities of their marketing mix. Further we presented a luxury brand of service of hotel Kempinski Palace Portorož and luxury brand of products of company Sembikiya. By analyzing both examples, we found out that they both satisfy all the criteria to be called a luxury brand. We have also identified two types of featured luxury brands according to the degree of luxurious impression, awareness of the brand among consumers, while we could not identify the typology depending on the volume of business. The analysis of the present marketing mix of both selected luxury brands showed us the similarity in the quality of services at the Kempinski hotel and products of Sembikiya. Marketing mix of luxury brands mostly differ in the choice of marketing channels and marketing communication. luksuzne blagovne znamke marketinški splet Kempinski Palace Portorož Sembikiya marketing luxury brands marketing mix Kempinski Palace Portorož Sembikiya marketing true true false [M. Venta] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2015-08-26 21:03:47 2016-03-22 12:38:30 2022-06-05 03:05:37 2021-05-10 03:35:07 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12234780 URN:SI:UM:DK:FQ0YGQ4N UN_Venta_Martina_2015.pdf UN_Venta_Martina_2015.pdf 1 A4CA5A7138650DA1527CD4BF1CFB03AB ae34c0612432662cfbcb90a1add61d46d8260f979c44df9d4d5504a214263319 a6de0388-7c07-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=81075 Ekonomsko-poslovna fakulteta 0 0 0