20.500.12556/DKUM-82894 Strategije blagovnih znamk v različnih gospodarskih dejavnostih Brand strategies in different economic activities Današnje ekonomsko, tehnološko in poslovno okolje podjetij se zelo hitro spreminja. Podjetja se poskušajo in prilagoditi in odzvati na te spremembe, da bi lahko zagotovila svoj uspeh in obstoj tudi v prihodnosti. Podjetje si uspešen predor na bodisi domač bodisi tuj trg zagotovi le preko pravilnega razvoja blagovne znamke, ki podjetju omogoča uspešno pozicioniranje na trgu. Strategija blagovne znamke je tista, ki omogoča, da blagovna znamka deluje kot celota, ponuja osrednjo idejo, okoli katere se usmerjajo dejanja, vedenja in komunikacije določene blagovne znamke. Nujna je za vsako podjetje in postavlja temelje za uspešno uvajanje na trg. Odjemalci s pomočjo blagovne znamke zadovoljujejo svoje potrebe in rešujejo svoje probleme. Skrbniki blagovnih znamk v podjetju morajo ustvariti edinstveno zgodbo blagovnih znamk, ki ustreza željam in potrebam odjemalcev. Zaradi tega so skrbniki blagovnih znamk odgovorni za sprejemanje odločitev, na katere lahko vpliva več dejavnikov. Zanimalo nas je, ali obstajajo razlike pri odločanju o strategiji blagovne znamke glede na osnovno dejavnost, v kateri je registrirano podjetje. Po standardni klasifikaciji dejavnosti jih delimo v štiri skupine: primarno, sekundarno, terciarno in kvartarno gospodarsko dejavnost. Osnovne dejavnosti podjetij pa danes ne moremo poenotiti z blagovnimi znamkami in potrebami odjemalcev, ki jih zadovoljujejo s svojimi izdelki. Opazili smo, da registrirane dejavnosti in dejavnosti, za katere podjetja trdijo, da v njih poslujejo s svojimi blagovnimi znamkami, niso poenotene. Po opravljeni raziskavi smo podjetja razvrstili po skupinah, kamor se umeščajo sama z izbrano blagovno znamko, preverjali razlike med pristopi k strategijam blagovne znamke v skupini gospodarskih dejavnosti ter razlike med vrstami strategij podjetij v različnih skupinah gospodarskih dejavnosti. Povezanosti med izbiro vrst strategije in gospodarskih dejavnosti nismo ugotovili, hkrati pa smo zavrnili hipoteze, ki smo jih zastavili na začetku dela. Ugotovili smo, da se soodvisnost posameznih udeležencev v gospodarstvu prepleta in da brez prisotnosti in delovanja vsakega izmed njih gospodarstvo ne deluje. Osnovna dejavnost podjetja zato ni tista, ki določa vrsto strategije blagovne znamke. Today's economic, technological and business environment of companies is changing very quickly. Companies try to respond and adapt to these changes in order to ensure their success and existence in the future. A company can only secure a successful market penetration, whether domestic or foreign, through proper brand development, which enables the company to successfully position itself on the market. Brand strategy is what enables the brand to function as a whole, offering a central idea around which the behaviors, actions and communications of a particular brand are then directed. It lays the foundations for a successful introduction to the market and is essential for every company. Customers satisfy their needs and solve their problems with the help of the brand. Corporate brand managers must create an unique brand story that meets the needs and wants of customers. This makes them responsible for making decisions that can be influenced by several factors. We were interested in whether there are differences when deciding on brand strategy depending on the basic activity in which the company is registered. According to the standard classification of activities, they are divided into four more groups, namely primary, secondary, tertiary and quaternary economic industry. Today, however, we cannot unify the basic activities of companies with the brands and the needs of the customers that they satisfy with their products. We noticed that the registered activities and the activities that the company claims to be doing business with their brands are not unified. After completing the research, we classified the companies according to the groups in which they place themselves with the chosen brand and checked the differences between the approaches to brand strategies in the group of economic industries, as well as the differences between the types of strategies of companies in different groups of economic industries. We did not find a connection between the choice of types of strategy and economic industry, and at the same time, we rejected the hypothesis that we put forward at the beginning of master thesis. We have established that the interdependence of individual participants in the economy is intertwined and without the presence and functioning of each of them, the economy does not function. However, it is not the core business of the company that determines the type of brand strategy. strategija blagovna znamka gospodarske dejavnosti nakupni proces strateški marketing strategies brand economic industries purchasing process strategic marketing true true false T. Zulficari Slovenski jezik Angleški jezik Magistrsko delo/naloga 2022-09-07 19:34:26 2022-12-02 11:23:12 2022-12-03 03:11:27 0000-00-00 00:00:00 2022 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626 132070915 MAG_Strategije_blagovnih_znamk_v_gospodarskih_dejavnostih_-_zadnja_verzija.pdf MAG_Strategije_blagovnih_znamk_v_gospodarskih_dejavnostih_-_zadnja_verzija.pdf 1 797BB9C5ECDC2734A4B2EA3FB60B22BB 40fef0c15c86a030cdd721d0dce849fdcf5ceca305b48a6cd383fd846ff4f559 7441e5d2-70b1-11ed-8236-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=164618 Ekonomsko-poslovna fakulteta 0 0 0