ZNAMKA DRŽAVE KOT PREDMET MEDNARODNEGA TRŽENJA: PRIMERJAVA SLOVENIJE, KANADE IN AVSTRALIJE

Robič, Nina

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Title:	ZNAMKA DRŽAVE KOT PREDMET MEDNARODNEGA TRŽENJA: PRIMERJAVA SLOVENIJE, KANADE IN AVSTRALIJE
Authors:	ID Robič, Nina (Author) ID Logožar, Klavdij (Mentor) More about this mentor...
Files:	UNI_Robic_Nina_2012.pdf (1,71 MB) MD5: 343D4CE0C283F1A6FA52271E081236D9 PID: 20.500.12556/dkum/77978096-6451-4a53-b894-976283b3a99a
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V okviru diplomskega seminarja smo se osredotočili predvsem na znamko države kot pre-dmet mednarodnega trženja. V začetnem delu smo se posvetili pojasnjevanju pojmov v zvezi z znamko države in preučili njene sestavine. Dotaknili smo se tudi ozadje pojava blagovne znamke države, njenega pozicioniranja in primerjave blagovne znamke države z blagovno znamko podjetja. S pomočjo slike smo navedli dejavnike oblikovanja podobe države, ti so tržno komuniciranje, poročanje medijev, politična naravnanost in njeni vodje, razne priredite in dogodki, izvoz in promocija izdelkov. V drugem delu smo se lotili primerjave trženja znamke države. Seznanili smo se z znamko Slovenije, Avstralije in Kanade. Posvetili smo se predvsem trženju in uporabi znamke države. V nadaljevanju pa smo se posvetili še iskanju možnostim izboljšave trženja znamke Slovenije, kjer smo podali nekaj predlogov kako pridobiti in privabiti v našo državo širše, tuje občinstvo. S pomočjo primerjave smo želeli prikazati mesto Slovenije v mednarodnem okolju glede trženja znamke države. Prišli smo do spoznanja, da se Slovenija glede na indeks znamke države giblje okoli 50. mesta, natančneje po raziskavi iz leta 2011-2012 zaseda 52. mesto, kar je za dve mesti višje, kot leto prej. Tako uvrstitev lahko prepisujemo temu, da je to mlada država, katera si še oblikuje in izpopolnjuje svojo podobo v svetu.
Keywords:	znamka države, pozicioniranje znamke, znamka Slovenije, trženje znamke države, znamka Kanade, znamka Avstralije, primerjava znamke države kot predmet mednarodnega trženja.
Place of publishing:	Paridol
Publisher:	[N. Robič]
Year of publishing:	2012
PID:	20.500.12556/DKUM-38301
UDC:	658.6
COBISS.SI-ID:	11294748
NUK URN:	URN:SI:UM:DK:AS90OCN2
Publication date in DKUM:	19.12.2012
Views:	1863
Downloads:	223
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	COUNTRY BRAND AS AN INTERNATIONAL MARKETING: A COMPARISON OF SLOVENIA, CANADA AND AUSTRALIA
Abstract:	In the frame of diploma work we focused primarily on the country brand as an interna-tional marketing. In the early part, we dedicate ourselves to the elucidation of the concepts relating to the trade mark law and to examine its components. We also discuss the back-ground of the emergence of country brand, its positioning and comparison of the brand with the brand of the company. With the help of pictures we have stated the factors shap-ing the image of the country, these are marketing communications, reporting of the media, political stance and its heads, various events and customize, export and promotion of the products. In the second part we have undertaken a comparison of marketing the country brand. Also we made a comparison how to trade country brand of Slovenia, Australia and Canada. We mainly focus on the marketing and use of the mark. Hereinafter, we are still finding oppor-tunities of better country branding in Slovenia, there were made some suggestions about how to obtain and to attract a wider, foreign audience in our country. By means of comparison, we wanted to show the location of Slovenia in international envi-ronment relating to the marketing of the mark of the country. We came to the conclusion that Slovenia, according to the country brand index, moving around 50.place, from a study of 2011-2012 it takes 52.place. This is two points higher than an earlier year. Such a classi-fication is the reason of young country, which has not already set up and perfecting its im-age in the world.
Keywords:	country brand, brand positioning, brand of Slovenia/Australia/Canada, marketing of country brand, a comparison of country branding as a subject of international marketing

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