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Title:Primerjava nekaterih blagovnih znamk na interbrandovi lestvici skozi desetletje
Authors:ID Pelcl, Karmen (Author)
ID Pisnik, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf UN_Pelcl_Karmen_2018.pdf (1,67 MB)
MD5: 430E17FCD66FA49D9096B711D6A29A99
PID: 20.500.12556/dkum/402b369e-3d3e-4060-9384-06c038dc9843
 
Language:Slovenian
Work type:Diploma project paper
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V današnjem času ima vsak izdelek ali storitev znamko podjetja, trgovine ali proizvajalca. Če v trgovinah samo pogledamo po policah, zasledimo različne proizvajalce za enake proizvode. Če pogledamo podrobneje, opazimo, da se cene malenkost razlikujejo. Tako nam blagovne znamke ne predstavljajo samo neke kakovosti, temveč tudi prestiž, luksuz in osebno zadovoljstvo. Z uporabo prestižnih znamk si lahko pridobimo spoštovanje drugih ljudi, vendar si vsi ne morejo privoščiti tistih z visokimi cenami. Različni ljudje kupujemo različne znamke, ki odražajo našo osebnost in nas predstavljajo. Prav tako vplivajo na naše dobro počutje – če se v oblačilih določene blagovne znamke ne počutimo lagodno, raje izberemo drugo, v kateri se počutimo dobro. Z globalnimi blagovnimi znamkami je močno povezana lestvica Interbrand. Organizacija zase pravi, da ustvarjajo vrednost blagovne znamke tako, da postavijo samo znamko v neko sredino strateških ciljev podjetja. Sama organizacija Interbrand se zelo močno zaveda pomena vrednosti blagovne znamke (blagovnih znamk?) za določena podjetja. Na njej vidimo blagovne znamke, kako njihova vrednost z leti narašča ali pada. Zato v diplomskem projektu predstavljam tri prepoznavne globalne znamke in njihovo rast skozi zadnje desetletje; te znamke so Apple, Google in Coca Cola. Vse tri so imele v tem času vzpone in padce, vendar se jim je v zadnjih letih kljub temu uspelo obdržati na vodilnih položajih.
Keywords:Blagovna znamka, Apple, Google, Coca Cola, Interbrand
Place of publishing:Maribor
Publisher:[K. Pelcl]
Year of publishing:2018
PID:20.500.12556/DKUM-71931 New window
UDC:658.6
COBISS.SI-ID:13184028 New window
NUK URN:URN:SI:UM:DK:HTRHSF0I
Publication date in DKUM:23.11.2018
Views:1049
Downloads:101
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:04.09.2018

Secondary language

Language:English
Title:Comparison of global brands on interbrand scale through the decade
Abstract:In today's time everyone has a product or service company, a shop or manufacturer. If we look in shops on shelfs, we find manufactures for the same products. If we look closer, we can notice that prices are cheaper at some places. And because of that global brands doesn't show us only quality but prestige, luxury and own pleasure. With the use of prestigious brands, we get respect from others. But not everyone can afford so expencive brands with high prices. Different people buy different brands. We choose brands that define our personality and character. It also effects on our behaviour. If we don’t feel comfortable, we decide to choose another brand that we like. Interbrand’s scale is also connected with global brands. The organisation says that, they’re creating value of brand by putting the brand in the middle of strategic goals of its company. Interbrand is aware of values of global brands for specific companies. On their website we can see how much is worth the brand over the years and its ups and downs. So in this thesis I present three well known global brands, their growth through last century. These brands are Apple, Google and Coca Cola. All three had ups and downs, but after all they’re still holding on top of the leading spots internationally.
Keywords:brand, Apple, Google, Coca Cola, Interbrand


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