Merjenje uspešnosti blagovnih znamk iz vidika podjetja in odjemalca: primer blagovne znamke Argeta

Štern, Ana

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Title:	Merjenje uspešnosti blagovnih znamk iz vidika podjetja in odjemalca: primer blagovne znamke Argeta
Authors:	ID Štern, Ana (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Stern_Ana_2020.pdf (1,26 MB) MD5: AA8B5677EC29D24EEEE832BBE1BD624D PID: 20.500.12556/dkum/5f1cbd97-8701-436f-b468-f2df5b502e60
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Blagovna znamka sestavlja skupek vrednot, kulture, prepričanj in smotrov, ki jih odjemalec preko stičnih točk znamke zazna na trgu ter si na podlagi zaznave ustvari sliko o določeni blagovni znamki. Začetek blagovnih znamk sega že daleč v stoletja nazaj. Prve blagovne znamke je bilo možno zaznati že 1300 let pred našim štetjem, ko so jih upodabljali na podobah iz kamnov. Ob pojavu blagovne znamke na trgu se v podjetju pojavi vprašanje, kdaj se bo povrnila investicija v razvoj, zato je za podjejte še posebej pomembno, da meri uspešnost svojih blagovnih znamk. Za merjenje uspešnosti blagovnih znamk podjetja uporabljajo kvalitativne in kvantitativne metode. Izhajajoč iz tega je bil namen diplomske naloge ugotoviti merjenje uspešnosti blagovnih znamk z vidika podjetja in odjemalcev. Za potrebe diplomske naloge smo izvedli intervju s podjetjem in kratek vprašalnik z odjemalci. Ob pregledu pridobljenih podatkov s pomočjo intervjuja in vprašalnika smo spoznali, kako merijo uspešnost blagovne znamke v podjetju ter kako dojemajo uspešnost blagovne znamke odjemalci. V podjetju uporabljajo za merjenje uspešnosti lastne blagovne znamke različne kvalitativne tehnike, odjemalci pa merijo uspešnost blagovne znamke na podlagi zadovoljstva, zaznane kakovosti in prepoznavnosti blagovne znamke. Ključna ugotovitev je, da se podjetje in respondenti med seboj strinjajo glede dejavnikov, ki vplivajo na uspešnost blagovne znamke.
Keywords:	blagovna znamka, uspešnost, kvalitativne metode, kvantitativne metode, podjejte, odjemalci.
Place of publishing:	Maribor
Publisher:	[A. Štern]
Year of publishing:	2020
PID:	20.500.12556/DKUM-76409
UDC:	658.6
COBISS.SI-ID:	37644291
NUK URN:	URN:SI:UM:DK:1X1ZZAOM
Publication date in DKUM:	16.11.2020
Views:	1583
Downloads:	341
Metadata:
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:	20.05.2020

Secondary language

Language:	English
Title:	Measuring brand performance from the perspective of the company and the customer: an example of the argeta brand ______________________________________________________________
Abstract:	A brand consists of a set of values: culture, beliefs and purposes that a customer perceives in the market through the contact points of the brand and creates an image of a particular brand based on the perception. The beginnings of brands go back many centuries. The first brands could be detected as early as 1300 BC, when they were depicted on stone images. When a brand appears on the market, the company raises the question of when the investment in development will pay off, so it is especially important for the company to measure the performance of its brands. To measure the performance of brands, companies use qualitative and quantitative methods. Based on this assumtion, the purpose of diploma assigment was to determine the measurement of a brand performance from the perspective of the company and customers. For the needs of diploma assigment, we conducted an interview with a company and a short questionnaire with customers. The company uses various qualitative techniques to measure the performance of its own brand, and customers measure the performance of the brand on the basis of satisfaction, perceived quality and brand recognition. By reviewing the obtained data with the help of an interview and a questionnaire, we learned how to measure the performance of the brand in the company and how customers perceive the performance of the brand. The key finding is that the company and respondents agree with each other on the factors that affect brand performance.
Keywords:	brand, performance, qualitative methods, quantitative methods, company, customers.

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