Vloga marketinškega komuniciranja v rasti blagovne znamke Apple

Ograjenšek, Matevž

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Title:	Vloga marketinškega komuniciranja v rasti blagovne znamke Apple
Authors:	ID Ograjenšek, Matevž (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Ograjensek_Matevz_2025.pdf (4,66 MB) MD5: C65E257A714E1AF5D457CD7EAFFEDB76
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Dandanes podjetja veliko vlagajo v marketing, saj želijo s tem izboljšati svojo prepoznavnost, zaupanje kupcev in rast blagovne znamke. Podjetja se zavedajo, da ni dovolj imeti dober izdelek, ampak je pomembno tudi, kako ga predstavijo. V ospredje prihaja marketinško komuniciranje, saj podjetjem omogoča, da jasneje pokažejo, kdo so in zakaj naj jih kupci izberejo. Veliko podjetij se trudi, da bi na kupce naredilo dober vtis in jim ostalo v spominu, kar je danes skoraj nujno, če želijo biti uspešna. V tem magistrskem delu sem se osredotočil na podjetje Apple, ki je eno najbolj prepoznavnih na svetu. Apple ni poznan samo po kakovostnih izdelkih, ampak tudi po tem, kako komunicira s svojimi uporabniki. Njihov način predstavitve izdelkov, oblikovanje sporočil in celostna podoba podjetja so pogosto vzor drugim blagovnim znamkam. Zanimalo me je, katere oblike marketinškega komuniciranja uporabljajo, kako s tem gradijo svojo blagovno znamko in kaj se lahko iz njihovega primera naučijo druga podjetja. V teoretičnem delu sem opisal pomen blagovne znamke in vse glavne oblike marketinškega komuniciranja. V empiričnem delu pa sem zbral podatke iz različnih strokovnih člankov in analiz, ki opisujejo Applove pristope. Pri tem sem se osredotočil na primere, ki pokažejo, kako podjetje povezuje svojo ponudbo z vrednotami in pričakovanji uporabnikov. Na podlagi teh sem poskušal ugotoviti, kateri kanali in strategije so pri njih najbolj učinkoviti in zakaj. Na koncu sem ocenil, kako pomembno vlogo ima komunikacija pri uspehu blagovne znamke Apple in ali bi podobne pristope lahko uporabila tudi druga podjetja.
Keywords:	Marketinško komuniciranje, Apple, marketing, strategije, blagovna znamka
Place of publishing:	Maribor
Publisher:	M. Ograjenšek]
Year of publishing:	2025
PID:	20.500.12556/DKUM-94624
UDC:	659.3:658.626
COBISS.SI-ID:	255853315
Publication date in DKUM:	04.11.2025
Views:	114
Downloads:	41
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:	23.08.2025

Secondary language

Language:	English
Title:	The role of marketing communication in the growth of the brand Apple
Abstract:	Nowadays, companies invest heavily in marketing because they want to improve their visibility, gain customer trust, and grow their brand. They are aware that having a good product is not enough, it is also important how that product is presented. Marketing communication is becoming increasingly important, as it allows companies to clearly show who they are and why customers should choose them. Many companies try to make a good impression and stay in the minds of consumers, which has become almost essential for success. In this master's thesis, I focused on the company Apple, which is one of the most recognizable brands in the world. Apple is known not only for its high-quality products, but also for how it communicates with its users. The way they present their products, shape their messages, and build a consistent brand image is often seen as a model for others. I was interested in which forms of marketing communication Apple uses, how they use them to build their brand, and what other companies can learn from their example. In the theoretical part, I described the importance of branding and the main types of marketing communication. In the empirical part, I collected information from various professional articles and analyses that examine Apple's approach. I focused on practical examples that show how the company connects its offer with the values and expectations of its users. Based on this, I tried to identify which channels and strategies are the most effective for them and why. In the end, I evaluated how important communication is to Apple’s success and whether similar approaches could be useful for other companies as well.
Keywords:	Marketing communication, Apple, marketing, strategies, brand growth

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