20.500.12556/DKUM-58115 RAZISKAVA SORTNIH VIN POD ENOTNO BLAGOVNO ZNAMKO V LENDAVSKIH GORICAH RESEARCH OF VARIETAL WINES FROM LENDAVSKE GORICE UNDER THE SAME BRAND V diplomskem delu smo spoznali in podrobneje raziskali pomen in obstoj blagovne znamke, ki smo jo opredelili tudi teoretično. S pomočjo praktičnega primera pa smo pomen tudi predstavili. Opredelili smo pojme s področja trženja, samega trženjskega spleta, to so navpične tržne poti (pomen, oblikovanje in problemi na tržnih poteh) in še nekaj področij, ki zajemajo blagovno znamko (razvoj, premoženje, imidž in identiteta blagovne znamke, njena vizija ter embaliranje in etiketiranje). Največji poudarek smo namenili zadnjemu poglavju, to je raziskavi o združitvi vinogradnikov, odprtju skupne enotne blagovne znamke sortnih vin in odprtju vinogradniške zadruge. Postavili smo tudi hipoteze, ki smo jih po ugotovitvah in analizi sprejeli ali zavrnili. V zadnjem poglavju smo spoznali tudi razlike med rezultati. Na podlagi le-teh smo prišli do končnih ugotovitev in predlogov za izboljšanje kritične ocene in končnega sklepa. The diploma thesis is an introduction and a detailed study of the importance and the existence of a brand. The introduced brand is theoretically defined; the importance of it is illustrated by a practical example. The theoretical part of the thesis defines and explains the concepts of marketing, e.g. the marketing network itself, a significant part of which are the vertical marketing channels (importance, design and channel distribution problems). The theoretical part of the thesis also defines some other areas in marketing, encompassed by the definition of a brand (development, wealth, trademark identity, vision, wrapping and labeling). Greate emphasis is laid upon the research on the merger of grape growers and winemakers, on the establishment of a unified global brand of varietal wines, and on the opening of a winemaking cooperative. This is introduced in the last chapter. Accordinig to the analysis of the research findings, the introduced hypotheses were either rejected or accepted. The differences between the results of the current study are showcased in the last chapter. Based on these, the thesis concludes with a proposal of inprovement, a critical assesment and a conclusion. blagovna znamka navpične tržne poti enotna blagovna znamka sortnih vin vinogradniška zadruga. trademark vertical marketing channels unified brand of varietal wines winemaking cooperative. true true false [M. Žižek] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-07 16:06:19 2016-06-06 12:21:56 2022-06-16 03:06:59 2019-07-11 10:27:20 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12306716 URN:SI:UM:DK:QEKBK5HH UN_Zizek_Metka_2016.pdf UN_Zizek_Metka_2016.pdf 1 99333D2C4E4BE99487A33000CC05F90A 92cc25e32ea5287f23902289be2448df0effd5f23a8999943e766bed935a50bb 1563887b-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=89165 Ekonomsko-poslovna fakulteta 0 0 0