20.500.12556/DKUM-62057 RAZVOJ BLAGOVNE ZNAMKE V ŠPORTU - NA PRIMERU KORPORACIJSKIH BLAGOVNIH ZNAMK ADIDAS IN NEW BALANCE DEVELOPMENT OF SPORT BRANDS - ON CASE OF ADIDAS AND NEW BALANCE Blagovne znamke nas danes spremljajo na vsakem koraku in so eden od temeljev sodobne ekonomske aktivnosti. Pojavile so se že stoletja pred našim zavedanjem, sčasoma pa so pridobivale na pomenu. Danes se pojavlja težavnost identificiranja razlik med izdelkom in blagovno znamko, razlog pa je prav v razmahu blagovnih znamk. Blagovna znamka je več kot le izdelek, je trajna, nosi zgodbo in ima dodano vrednost. Njen pomen je večplasten, predstavlja najpomembnejši del neotipljivega premoženja podjetja in ima velik vpliv na porabnikovo samopodobo, ter na nakupno in ponakupno vedenje. Blagovna znamka v športu je lahko nogometni stadion, klub, organizacija, podjetje, oprema ali pa športnik posameznik. Adidas in New Balance sta blagovni znamki športne opreme. Njun razvoj prikazuje primer razvoja blagovne znamke v športu. Adidas je ena od najuspešnejših blagovnih znamk na svetu, New Balance pa se prav tako vzpenja po lestvici najboljših. Zgodba, ki jo gradita obe blagovni znamki, šteje več kot 100 let in je polna uspehov, padcev in preobratov. Nowadays, trademarks accompany us wherever we go and represent one of the foundations of the contemporary economic activity. They appeared centuries before our awareness about them, gaining importance in the course of time. At present, the identification of differences between an article and a trademark is somewhat difficult, due to the increased quantity of trademarks. A trademark is more than just an article, it is durable, it carries a story and possesses added value. Its significance is manifold; it represents the most important part of a company's intangible assets and influences the consumers' self-image as well as their buying and post-purchase behaviour considerably. A trademark in sport can be a football stadium, a club, an organization, a company, equipment or an individual sportsperson. Adidas is one of the most successful trademarks in the world, New Balance, on the other hand, is rising on the scale of top trademarks as well. The story being built by both trademarks has a tradition which is more than one hundred years old and has experienced success, falls and sudden changes. blagovne znamke šport marketing Adidas New Balance. brands sport marketing Adidas New Balance. true true false [J. Kunc] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2016-08-22 12:21:37 2016-11-24 15:00:41 2022-06-28 03:07:37 2019-07-11 12:42:07 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12614684 URN:SI:UM:DK:PBQMB7Y0 UN_Kunc_Jus_2016.pdf UN_Kunc_Jus_2016.pdf 1 1E6F4DB9EE93E86B10ABD557F288B575 a788fef49dccb20155bae1d7d9472ea1cee1650c686ca862a6339707e1359ddc 9e156c9f-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=106039 Ekonomsko-poslovna fakulteta 0 0 0