20.500.12556/DKUM-98321 Marketinško komuniciranje ob širitvi blagovne znamke na nove trge Marketing communications in brand expansion to new markets Diplomsko delo obravnava vlogo marketinškega komuniciranja ob širitvi blagovne znamke na nove trge. V teoretičnem delu so opredeljeni ključni koncepti blagovne znamke, njeni vidni in nevidni elementi ter posebnosti blagovnih znamk na B2B trgih. Sledi pregled strategij internacionalizacije in načinov vstopa na tuje trge ter analiza temeljnih elementov marketinškega komuniciranja s poudarkom na orodjih in dilemah prilagajanja komunikacije novim trgom. Empirični del temelji na kvalitativni študiji primera podjetja Schüco, nemškega razvijalca in dobavitelja sistemskih rešitev za stavbni ovoj, ob njegovem vstopu na severnoameriški trg. Analiza temelji na javno dostopnih virih in marketinških materialih podjetja. Ugotovitve kažejo, da Schüco svojo globalno identiteto ohranja enotno, hkrati pa selektivno prilagaja komunikacijo in produkte lokalnim tehničnim ter kulturnim zahtevam. Kot ključne izzive identificiramo regulativne razlike med evropskim in severnoameriškimi standardi, kulturne razlike v poslovnem okolju ter odsotnost na lokalnih industrijskih sejmih, ki na B2B trgih predstavljajo pomemben kanal za gradnjo zaupanja in odnosov. This thesis examines the role of marketing communications in the expansion of a brand to new markets. The theoretical section defines the key concepts of brand management, including its visible and intangible elements, as well as the distinctive characteristics of brands operating in B2B markets. This is followed by an overview of internationalisation strategies and market entry modes, and an analysis of the fundamental elements of marketing communications, with emphasis on the available tools and the standardisation-versus-adaptation dilemma. The empirical section is based on qualitative case study of Schüco, a German developer and supplier of systemic solutions for the building envelope, and its entry into the North American market. The analysis draws on publicly available sources and the company’s marketing materials. The findings indicate that Schüco maintains a consistent global brand identity while selectively adapting its communications and products to local technical and cultural requirements. The key challenges identified include regulatory differences between European and North American standards, cultural differences in the business environment, and the company’s absence from local trade fairs, which in B2B markets represent an important channel for building trust and relationships. blagovna znamka marketinško komuniciranje internacionalizacija B2B trgi prilagajanje komunikacije brand marketing communications internationalization B2B markets adaptation of communications true true false T. Praznik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-06-04 21:55:08 2026-08-25 12:21:02 2026-08-26 03:09:50 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626 288806147 UN_Praznik_Tomaz_2026.pdf UN_Praznik_Tomaz_2026.pdf 1 4A4444D01AEEF7F250D459B5F3CE0CB6 bb3209357023fc1a08e18e0a675bce886eec234c428473afdd62e6e10dc834bc 634d8730-7234-11f1-aadf-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=207638 Ekonomsko-poslovna fakulteta 0 0 0