20.500.12556/DKUM-58826 PROCES UVAJANJA NOVE BLAGOVNE ZNAMKE V PODJETJU KNAUS STORITVE D. O. O. THE PROCESS OF INTRODUCING A NEW BRANDIN THE COMPANY KNAUS SERVICES LTD. Ob današnji vse večji in težji tržni dinamiki, kjer si večina podjetij želi le preživeti na trgu, je za najuspešnejša podjetja značilno predvsem, da so pri svojem delovanju kontinuirano usmerjena v prihodnost. Ta podjetja namreč na trgu delujejo strateško in proaktivno, kar pomeni, da vseskozi iščejo in izkoriščajo nove strateške možnosti in priložnosti na trgu, preko katerih si zagotavljajo svoj obstoj in razvoj. Eno takšnih strateških možnosti za ta podjetja predstavlja označevanje njegovih izdelkov ali storitev z lastno oz. tujo blagovno znamko, s katero si ob dejstvu, da je danes na trgu večina izdelkov in storitev istovrstnih ali podobnih, zagotavljajo identifikacijo in diferenciacijo tako svojih izdelkov kot celotnega podjetja. Ključni pogoj za doseganje le-tega na trgu predstavlja vzpostavitev učinkovitega procesa upravljanja blagovne znamke, s katerim podjetje preko oblikovanja in vzdrževanja celovite blagovne znamke gradi in krepi pristne in vzajemne odnose med blagovno znamko in njenimi odjemalci, kar ji daje dodano vrednost na trgu. Z namenom oblikovanja celovite blagovne znamke je omenjeni proces zaradi njegove celovitosti, splošne uporabnosti in predvsem zaradi njegove ključne vloge in pomena tako za uspešnost blagovne znamke kot celotnega podjetja uporabilo tudi podjetje Knaus storitve d. o. o., ko je uvajalo novo blagovno znamko Carica na slovenski trg. Today's market dynamic is growing and becoming harder, therefore, most of the companies only want to survive on the market. For the most successful companies, it is typical that they are continuously oriented in the future. These companies act strategically and proactively, which means that they are constantly searching for and exploit new strategic possibilities and opportunities on the market where they ensure their existence and development. One of such strategic possibilities for the companies presents marketing of its products or services with their own or foreign brand, which ensures them identification and differentiation of their products and the whole company due to the fact that most of the products on the market today is the same or similar. The key condition for reaching this on the market presents restoration of efficient process of brand management where the company builds and strengthens authentic and mutual relationships between the brand and its customers, which gives it additional value at the market. The company Knaus Services Ltd has used the mentioned process to shape the holistic brand for its integrity, general usefulness and especially because of its key role and meaning for successfulness of the brand and the company when it was introducing the brand Carica to the Slovene market. strateška in proaktivna usmerjenost blagovna znamka upravljanje Carica. strategic and proactive orientation brand management Carica. true true false [P. Jurc] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-27 20:50:37 2016-08-11 13:53:57 2022-06-19 03:05:24 2019-07-11 10:53:07 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12433948 URN:SI:UM:DK:0VKINAEP VS_Jurc_Primoz_2016.pdf VS_Jurc_Primoz_2016.pdf 1 148F08EA3B44CD379DF86C77931F5271 79749fe281bb13ef73ac8792c2c2b089d7d657053aa9e5b1d2db4d79949662b7 a62299f1-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=93714 Ekonomsko-poslovna fakulteta 0 0 0