20.500.12556/DKUM-76409 Merjenje uspešnosti blagovnih znamk iz vidika podjetja in odjemalca: primer blagovne znamke Argeta Measuring brand performance from the perspective of the company and the customer: an example of the argeta brand ______________________________________________________________ Blagovna znamka sestavlja skupek vrednot, kulture, prepričanj in smotrov, ki jih odjemalec preko stičnih točk znamke zazna na trgu ter si na podlagi zaznave ustvari sliko o določeni blagovni znamki. Začetek blagovnih znamk sega že daleč v stoletja nazaj. Prve blagovne znamke je bilo možno zaznati že 1300 let pred našim štetjem, ko so jih upodabljali na podobah iz kamnov. Ob pojavu blagovne znamke na trgu se v podjetju pojavi vprašanje, kdaj se bo povrnila investicija v razvoj, zato je za podjejte še posebej pomembno, da meri uspešnost svojih blagovnih znamk. Za merjenje uspešnosti blagovnih znamk podjetja uporabljajo kvalitativne in kvantitativne metode. Izhajajoč iz tega je bil namen diplomske naloge ugotoviti merjenje uspešnosti blagovnih znamk z vidika podjetja in odjemalcev. Za potrebe diplomske naloge smo izvedli intervju s podjetjem in kratek vprašalnik z odjemalci. Ob pregledu pridobljenih podatkov s pomočjo intervjuja in vprašalnika smo spoznali, kako merijo uspešnost blagovne znamke v podjetju ter kako dojemajo uspešnost blagovne znamke odjemalci. V podjetju uporabljajo za merjenje uspešnosti lastne blagovne znamke različne kvalitativne tehnike, odjemalci pa merijo uspešnost blagovne znamke na podlagi zadovoljstva, zaznane kakovosti in prepoznavnosti blagovne znamke. Ključna ugotovitev je, da se podjetje in respondenti med seboj strinjajo glede dejavnikov, ki vplivajo na uspešnost blagovne znamke. A brand consists of a set of values: culture, beliefs and purposes that a customer perceives in the market through the contact points of the brand and creates an image of a particular brand based on the perception. The beginnings of brands go back many centuries. The first brands could be detected as early as 1300 BC, when they were depicted on stone images. When a brand appears on the market, the company raises the question of when the investment in development will pay off, so it is especially important for the company to measure the performance of its brands. To measure the performance of brands, companies use qualitative and quantitative methods. Based on this assumtion, the purpose of diploma assigment was to determine the measurement of a brand performance from the perspective of the company and customers. For the needs of diploma assigment, we conducted an interview with a company and a short questionnaire with customers. The company uses various qualitative techniques to measure the performance of its own brand, and customers measure the performance of the brand on the basis of satisfaction, perceived quality and brand recognition. By reviewing the obtained data with the help of an interview and a questionnaire, we learned how to measure the performance of the brand in the company and how customers perceive the performance of the brand. The key finding is that the company and respondents agree with each other on the factors that affect brand performance. blagovna znamka uspešnost kvalitativne metode kvantitativne metode podjejte odjemalci. brand performance qualitative methods quantitative methods company customers. true true false [A. Štern] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2020-05-20 14:25:28 2020-11-16 14:26:39 2022-08-09 13:32:22 2020-11-19 03:16:33 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 37644291 URN:SI:UM:DK:1X1ZZAOM UN_Stern_Ana_2020.pdf UN_Stern_Ana_2020.pdf 1 AA8B5677EC29D24EEEE832BBE1BD624D 4c30b9432306a316f73a3136093e0babd8db60755f7ae8e32e31c8555101610d 5aaa2b09-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5f1cbd97-8701-436f-b468-f2df5b502e60 https://dk.um.si/Dokument.php?lang=slv&id=142851 Ekonomsko-poslovna fakulteta 0 0 0