KOMUNICIRANJE BLAGOVNE ZNAMKE

Koludrovič, Lea

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Title:	KOMUNICIRANJE BLAGOVNE ZNAMKE
Authors:	ID Koludrovič, Lea (Author) ID ŽILIČ FIŠER, SUZANA (Mentor) More about this mentor... ID JÓZSEF, GYÖRKÖS (Comentor)
Files:	UNI_Koludrovic_Lea_2009.pdf (1,48 MB) MD5: E0C3A45792B35E61531D971728A69772 PID: 20.500.12556/dkum/ac6a3e36-00f4-4120-b498-ff27f0ab9b2e
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FERI - Faculty of Electrical Engineering and Computer Science
Abstract:	Kakovosten izdelek oz storitev podjetju še ne zagotavljata ugleda ali uspeha. Potrošniki imajo na izbiro polne police izdelkov, za nakup katerih se odločajo na podlagi različnih kriterijev. Diplomsko delo govori o blagovni znamki, ne samo kot o podjetju. Blagovna znamka so tudi kraji, ljudje, organizacije... Kotler blagovno znamko definira kot obljubo prodajalca, da bo kupcem dosledno ponujal določene lastnosti, koristi in storitve. Pomembna dejavnost vseh blagovnih znamk, ki nekaj štejejo, je komuniciranje z vplivnimi javnostmi. V diplomskem delu obravnavam načine komuniciranja s potrošniki in interno javnostjo, ki sta pravzaprav povezani. Zadovoljni zaposleni namreč ne samo, da delajo bolj kakovostno, so tudi komunikatorji družbe, ki o njej širijo dober glas med spošno javnostjo. Podjetja se vse bolj zavedajo pomena družbene odgovornosti, ki je rešilna bilka za prihodnost vseh nas. Žal pa te namere niso povezane le z zavednostjo, pač pa pogosto tudi z iskanjem koristi (ugleda in posledično dobička). Ko govorimo o komunikaciji blagovne znamke s potrošniki, je v ospredju pet poglavitnih dejavnosti: oglaševanje, neposredno trženje, pospeševanje prodaje, odnosi z javnostmi ter osebna prodaja, pri čemer je potrebna njihova pravilna kombinacija. Poleg omenjenih orodij je za komunikatorje današnjega časa izjemnega pomena tudi poznavanje novih medijev in s tem novih trendov komuniciranja ter poznavanje potrošnikovih navad, želja, strahov... Potrošniki in njihove navade se skozi obdobja spreminjajo, s tem tudi komuniciranje in upravljanje z njimi. Raziskava v obliki ankete med splošno javnostjo in intervjuja je pripomogla k potrditvi oz nepotrditvi postavljenih hipotez, ter k nadgradnji ugotovitev teoretičnega dela.
Keywords:	blagovna znamka, komuniciranje, prihologija potrošnikov, orodja komuniciranja, družbena odgovornost, interno komuniciranje, Petrol
Place of publishing:	Maribor
Publisher:	[L. Koludrovič]
Year of publishing:	2009
PID:	20.500.12556/DKUM-11923
UDC:	316.773.2:659.1(043.2)
COBISS.SI-ID:	13695510
NUK URN:	URN:SI:UM:DK:4PEKQXFX
Publication date in DKUM:	01.10.2009
Views:	14342
Downloads:	928
Metadata:
Categories:	KTFMB - FERI
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Secondary language

Language:	English
Title:	BRAND COMMUNICATION
Abstract:	Quality products and services alone do not guarantee reputation or success to companies. Consumers have fully-stoked shelves of quality products available for purchase and they decide on the basis of different criteria. Thesis discusses the concept of a brand beyond boundaries of a company. Brand also includes places, people, organizations... Kotler defines a brand as a promise of a salesman to consistently provide buyers with certain characteristics, benefits and services. An important activity of each brand that enjoys good reputation is communication with influential publics. In my thesis, I discuss different ways of communication with consumers and internal public, which are in fact closely related. Not only do satisfied employees work better and more efficient, but serve as the company's communicators that spread its reputation and good fame among general public. Companies are becoming increasingly aware of the role social responsibility plays, since it represents the lifeline for our future. Unfortunately, these intentions are not connected with the awareness alone, but oftentimes also with the ongoing quest for benefits (reputation and consequently profit). When we discuss communication of a brand to the consumers, we need to look at five main activities: advertising, direct marketing, sales promotion, public relations and personal sales, whereas a proper combination of mentioned activities is needed. Knowledge of new media and thereby new trends in communications as well as understanding consumers’ habits, wishes, fears, are also of significant importance for contemporary communicators beside already mentioned tools. Consumers and their habits modify with time consequently shifting communication and consumer management. Questionnaire research among general public and interviews contributed to confirmation and/or non-confirmation of the set out hypothesis and to upgrading of findings of the theoretical part.
Keywords:	brand, communicating, consumer psychology, communication tools, social responsibility, internal communication, Petrol

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