20.500.12556/DKUM-59848 UVEDBA TRŽNE ZNAMKE OR V SLOVENIJI IMPLEMENTATION OF BRAND OR IN SLOVENIA Potrošniki smo v današnjem svetu obdani z vsemi možnimi informacijami o novih izdelkih in storitvah. Na nakupno odločitev veliko vplivajo različne tržne znamke, ki se s svojo identiteto vtisnejo v naš spomin, zavest in podzavest ter nas tako prepričujejo k nakupu. Diplomsko delo je razdeljeno na dva glavna dela; teoretičnega, ki vsebuje tudi praktični del in empiričnega. Skozi tri glavna poglavja smo tako predstavili proces uvedbe nove tržne znamke na trg arhitekturnih in gradbenih storitev. Po uvodu smo v drugem poglavju, ki služi kot teoretična podlaga, spoznali temeljne pojme o znamki, njeni zgodovini in zakonski umestitvi ter njen pomen za podjetje, porabnika in okolje. Poglavje zaključuje delitev izdelka na fizične izdelke in storitve, katere se v nalogi večkrat pojavljajo. V tretjem poglavju smo skozi štiri procese, ki si sledijo v ločenih podpoglavjih, predstavili teoretičen postopek oblikovanja tržne znamke, ki bo omogočal njeno uvedbo. V posameznih podpoglavjih smo prikazali tudi praktični primer oblikovanja nove tržne znamke OR. Med delom smo prišli do nekaterih raziskovalnih vprašanj. Rezultat tega poglavja je na primeru oblikovana identiteta tržne znamke OR, ki predstavlja njeno bistvo, in je kot taka pripravljena na uvedbo na trg. V četrtem poglavju smo uporabili empirično delo. S pomočjo več različnih metod smo raziskali področje tržnih znamk v omenjeni dejavnosti v Sloveniji in tujini. Raziskali smo tudi trend rasti povpraševanja na trgu. Z namenom pridobitve informacij smo izdelali anketni vprašalnik ter na podlagi rezultatov odgovorili na predhodno zastavljena raziskovalna vprašanja ter zapisali ugotovitve. Pred zaključkom smo v kratkem poglavju predlagali rešitve, ki naj jih novo podjetje upošteva pri uvedbi tržne znamke. The consumers in today's world, are surrounded with all possible information about new products and services. There is a big influence on our buying decisions from different brands, that uses their identity to get into our memory, conscious and subconscious, from where they convince us to buy. Thesis is divided into two main parts, theoretical, which also contains a practical part and empirical, Through three main chapters we presented the process of implementation of new brand on the market of architectural and civil engineering services. After the introduction, we have second chapter, which serves as a theoretical basis, from where we learned the basic concepts of the brand, its history and legal placement and also its importance for the company, the consumer and the social environment. This chapter ends with division of physical products and services, which appears often in this work. In the third chapter we presented through four different processes that follow each other in separate chapters, theoretical process of creating brand, which will allow its implementation. In different chapters we show the practical example of the creation of a new brand OR. During the work, we come up with some research questions. The result of this chapter is shaped brand identity OR, which represents its essence and is ready to be implemented on the market. In the fourth chapter, we used an empirical work. With help of several different methods, we studied the field of brands in mentioned services in Slovenia and abroad. We also studied the trend of growth in demand in the market. In order to obtain the information we developed a survey. Based on its results we answered previously set research questions and wrote our findings. Before closing chapter, we wrote a short chapter that suggest solutions, for a new company that should be taken into consideration for the implementation of the brand. znamka storitev vizija znamke bistvo znamke identiteta znamke brand service brand vision brand essence brand identity true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-05-30 13:15:23 2016-11-22 14:42:26 2022-06-21 03:07:36 2021-02-25 03:15:30 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7849235 URN:SI:UM:DK:CYUBFXPT UN_Or_Mark_2016.pdf UN_Or_Mark_2016.pdf 1 B71AA16E2BF983B307708AA66F34E01A e75ce372f3861e0755cedcb8778e0072b4c586f888ffbdbf0e3cb4088c91e215 c1426777-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=95149 Fakulteta za organizacijske vede 0 0 0