20.500.12556/DKUM-71931 Primerjava nekaterih blagovnih znamk na interbrandovi lestvici skozi desetletje Comparison of global brands on interbrand scale through the decade V današnjem času ima vsak izdelek ali storitev znamko podjetja, trgovine ali proizvajalca. Če v trgovinah samo pogledamo po policah, zasledimo različne proizvajalce za enake proizvode. Če pogledamo podrobneje, opazimo, da se cene malenkost razlikujejo. Tako nam blagovne znamke ne predstavljajo samo neke kakovosti, temveč tudi prestiž, luksuz in osebno zadovoljstvo. Z uporabo prestižnih znamk si lahko pridobimo spoštovanje drugih ljudi, vendar si vsi ne morejo privoščiti tistih z visokimi cenami. Različni ljudje kupujemo različne znamke, ki odražajo našo osebnost in nas predstavljajo. Prav tako vplivajo na naše dobro počutje – če se v oblačilih določene blagovne znamke ne počutimo lagodno, raje izberemo drugo, v kateri se počutimo dobro. Z globalnimi blagovnimi znamkami je močno povezana lestvica Interbrand. Organizacija zase pravi, da ustvarjajo vrednost blagovne znamke tako, da postavijo samo znamko v neko sredino strateških ciljev podjetja. Sama organizacija Interbrand se zelo močno zaveda pomena vrednosti blagovne znamke (blagovnih znamk?) za določena podjetja. Na njej vidimo blagovne znamke, kako njihova vrednost z leti narašča ali pada. Zato v diplomskem projektu predstavljam tri prepoznavne globalne znamke in njihovo rast skozi zadnje desetletje; te znamke so Apple, Google in Coca Cola. Vse tri so imele v tem času vzpone in padce, vendar se jim je v zadnjih letih kljub temu uspelo obdržati na vodilnih položajih. In today's time everyone has a product or service company, a shop or manufacturer. If we look in shops on shelfs, we find manufactures for the same products. If we look closer, we can notice that prices are cheaper at some places. And because of that global brands doesn't show us only quality but prestige, luxury and own pleasure. With the use of prestigious brands, we get respect from others. But not everyone can afford so expencive brands with high prices. Different people buy different brands. We choose brands that define our personality and character. It also effects on our behaviour. If we don’t feel comfortable, we decide to choose another brand that we like. Interbrand’s scale is also connected with global brands. The organisation says that, they’re creating value of brand by putting the brand in the middle of strategic goals of its company. Interbrand is aware of values of global brands for specific companies. On their website we can see how much is worth the brand over the years and its ups and downs. So in this thesis I present three well known global brands, their growth through last century. These brands are Apple, Google and Coca Cola. All three had ups and downs, but after all they’re still holding on top of the leading spots internationally. Blagovna znamka Apple Google Coca Cola Interbrand brand Apple Google Coca Cola Interbrand true true false [K. Pelcl] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2018-09-04 16:17:38 2018-11-23 12:06:28 2022-08-01 21:45:22 2019-07-11 18:59:53 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 13184028 URN:SI:UM:DK:HTRHSF0I UN_Pelcl_Karmen_2018.pdf UN_Pelcl_Karmen_2018.pdf 1 430E17FCD66FA49D9096B711D6A29A99 d6780c2c98a8a129ed9d650ccfd770dca74d8407d49934d7457d3ef14e092915 4811b22f-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/402b369e-3d3e-4060-9384-06c038dc9843 https://dk.um.si/Dokument.php?lang=slv&id=129002 Ekonomsko-poslovna fakulteta 0 0 0