20.500.12556/DKUM-77438 Marketinške strategije luksuznih blagovnih znamk Marketing strategies of luxury brands Dandanes nas blagovne znamke spremljajo ob vsakem koraku, zato njihovi skušnjavi ne moremo ubežati. Od nekdaj so veljale za nekaj prestižnega, težko dostopnega, razkošnega in so omogočale, da si odjemalci z njimi gradijo družbeni status. Visoke cene so zasnovane na kakovosti materialov, trajnosti in ekskluzivnosti izdelkov. Luksuzne blagovne znamke imajo drugačne strategije kot navadne blagovne znamke. V splošnem uporabljamo 4P-model (izdelek, cena, distribucija, promocija), vendar za strategije luksuznih blagovnih znamk to ni dovolj. Le-te morajo uporabljati 7P-model, ki zraven 4P- modela vsebuje še ljudi, procese in fizične dokaze. Razlikujejo se tudi strategije luksuznih blagovnih znamk med ameriškimi in evropskimi. V splošnem si luksuzne blagovne znamke prizadevajo ohraniti simbolni status in s svojim imenom zgraditi zgodbo, ki je nihče ne bo pozabil. Nowadays, brands follow us every step of the way, so we can’t escape their temptation. They have always been considered something prestigious, difficult to access, luxurious and allowed customers to build social status with them. High prices are based on the quality of materials, durability and exclusivity of products. Luxury brands have different strategies than regular brands. We generally use the 4P model (product, price, production, promotion), but this is not enough for luxury brand strategies. They must use the 7P model, which in addition to the 4P model also contains people, processes and physical evidence. Luxury brand strategies also differ between American and European. In general, luxury brands strive to maintain their symbolic status and build a story around their name that no one will forget. Luksuzne blagovne znamke luksuz odjemalci prestiž strategije. Luxury brands luxury customers prestige strategies. true true false [A. Prešern] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2020-08-31 12:56:03 2020-12-02 11:58:32 2022-08-09 15:33:37 2020-12-03 03:15:14 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 40526339 URN:SI:UM:DK:TK5YBSRU UN_Presern_Anja_2020.pdf UN_Presern_Anja_2020.pdf 1 081F0155987F457AF093D863634C474D 2e5da7a2ea9c49d1c143e2a707c274ba256b061f6652ab8b7966bf162aee343d d75eb8ca-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/7d9063de-b462-4c66-b48f-8527752e1880 https://dk.um.si/Dokument.php?lang=slv&id=145914 Ekonomsko-poslovna fakulteta 0 0 0