20.500.12556/DKUM-72747 So-Znamčenje (co - branding) Co - branding V hitro spreminjajočem in negotovem globalnem okolju podjetja iščejo različne možnosti za ustvarjanje konkurenčne prednosti in da bi postala uspešna. Zaradi visokih medijskih stroškov in podobnosti izdelkov na trgu je manj znanim in manj priljubljenim podjetjem težko zgraditi močno blagovno znamko. Zato je lahko so-znamčenje privlačna možnost za mnoga podjetja. So-znamčenje predstavlja različne oblike povezav z blagovnimi znamkami, lahko preoblikuje pozitivna združenja partnerske blagovne znamke v smeri šibkejše žariščne blagovne znamke in povečuje njegovo zaznavo. Torej, izbira partnerja v so-znamčenju je pomembna. S povezovanjem blagovnih znamk in ustvarjanjem zavezništva lahko podjetja na ta način svojo blagovno znamko naredijo bolj privlačno za potrošnike. Tako bomo v tem diplomskem delu raziskali, kaj pomeni so-znamčenje, katere vrste in strategije so-znamčenja poznamo in na kaj morajo biti podjetja pozorna pri izbiri partnerja za so-znamčenje. Na koncu diplomskega dela bomo preučili uspešen primer so-znamečnja med podjetjema MasterCard in Apple Pay, pri čemer bomo lahko videli, koliko lahko podjetje pridobi iz so-znamčenja, če izbere pravilnega partnerja za to. Strategija so-znamčenja je definirana kot pojav, ko se dve tržni znamki istočasno pojavita bodisi v imenu, znaku, simbolu ali embalaži novega izdelka (Grossman & Till, 1998). So-znamčenje je oblika sodelovanja med dvema ali več znamkami z močnim zaznavanjem s strani potrošnika (Blackett & Boad, 1999). Vse vpletene partnerske znamke so na so-znamčeni blagovni znamki vidne tudi potrošniku. Osredotočamo se na strateško zavezništvo, kjer imata storitvena in izdelčna blagovna znamka skupaj več prednosti kot v primeru pojavljanju vsake posamezne na trgu. Govorimo o skupnem nastopu na trgu, kjer ena blagovna znamka podpira drugo in obratno. Raziskave kažejo, da prinaša strategija so-znamčenja izjemno povečanje prepoznavnosti izdelčnih blagovnih znamk, in izluščijo dejavnike, kateri vplivajo na zavedanje (Besharat, 2010). Ta strategija omogoča, da partnerji povežejo kakovost posamezne izdelčne znamke v skupen paket za potrošnika, kateri podjetju zmanjša stroške ter prinaša vrsto različnih vplivov. Ob tem se poraja vprašanje, ali taka vrsta strategije dejansko vpliva na prepoznavnost in spreminja ugled »glavne« blagovne znamke in s tem niža oziroma viša zaznano kakovost partnerskih znamk (Besharat, 2010; Levin, Charlene Davis, & Levin, 1996). In the rapidly changing and insecure global environment, companies search for various options to create a competitive advantage and to become successful. Due to the high media costs and similarity of products on the market, less known and less popular companies have problems building a strong brand. Therefore, co-branding can be an attractive option for many companies. Co-branding represents various forms of connections with brands, it can redesign positive groups of the partnering brand in a direction of a weaker brand in focus, and increases its perception. Thus, the selection of a partner in co-branding is important. By connecting brands and creation of alliance, companies can make their brand more attractive for customers. In this graduation thesis, we will research what is co-branding, which types and strategies of co-branding are available, and to what companies should pay attention to when selecting a partner in co-branding. At the end of the graduation thesis, we will examine a successful case of co-branding among the companies MasterCard and Apple Pay. In this example we will see what a company can obtain in case of selecting a correct partner for that.The co-branding strategy is defined as a phenomenon when two brand names appear simultaneously in either the name, the sign, the symbol, or the packaging of the new product (Grossman & Till, 1998). Co-branding is a form of collaboration between two or more brands with strong consumer perception (Blackett & Boad, 1999). All of the brand partners involved are also visible to the consumer on the brand name. We focus on the strategic alliance, where the service and product brand have a number of advantages, as in the case of each individual on the market. We are talking about a joint appearance in a market where one brand supports the other and vice versa. Research shows that the codecision strategy brings an extraordinary increase in the visibility of branded brands, and outlines the factors that influence awareness (Besharat, 2010). This strategy allows partners to link the quality of each product brand to a common consumer package, which reduces costs to the company and brings a range of different impacts. In addition, the question arises as to whether such a kind of strategy actually affects the visibility and changes in the reputation of the "main" brand and thus the lower or higher perceived quality of the partner brands (Besharat, 2010; Levin, Charlene Davis, & Levin, 1996). so-znamčenje co-branding partnersko povezovanje blagovnih znamk blagovna znamka partner povezovanje strategije vrste co-branding partner connection of brands brand partner connecting strategies types true true false [A. Benko] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2018-11-02 13:33:00 2019-06-27 13:15:34 2022-08-01 23:04:07 2019-07-11 19:29:41 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 13344028 URN:SI:UM:DK:9DTOQKVS UN_Benko_Aljaz_2019.pdf UN_Benko_Aljaz_2019.pdf 1 EC2BAB51986B66FE6265E407FA577001 167d58ef3d1c3165faefc79fd9784d0fade8e86c0a04bd60f054218ebae870fc 9cac443b-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f6f3ab7b-6e56-45bc-ba08-85f84ee7ea7e https://dk.um.si/Dokument.php?lang=slv&id=132730 Ekonomsko-poslovna fakulteta 0 0 0