Vrednost blagovne znamke H&M v očeh odjemalcev

Rek, Bernarda

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Title:	Vrednost blagovne znamke H&M v očeh odjemalcev
Authors:	ID Rek, Bernarda (Author) ID Mentorica, Aleksandra Pisnik Korda (Mentor) More about this mentor...
Files:	VS_Rek_Bernarda_2009.pdf (1,42 MB) MD5: BF5777043C0D458D5B700DEE72F6AF57 PID: 20.500.12556/dkum/ba40a84f-14aa-43bb-ac7e-a474077d7091
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo je razdeljeno na dva dela, na teoretični in praktični del. V teoretičnem delu sem podrobneje opisala različne opredelitve blagovne znamke in elemente, ki sestavljajo vrednost blagovne znamke. Znamka je ime, izraz, simbol, oblika ali kombinacija naštetega, namenjena prepoznavanju izdelka ali storitve enega ali skupine prodajalcev in razlikovanju izdelkov ali storitev od konkurenčnih. Vrednost blagovne znamke sestavljajo zvestoba znamki, zavedanje znamke, zaznana kakovost, asociacije v zvezi z znamko in druge vrednosti, kot so patenti, zaščitena znamka in odnosi na prodajni poti. Elementi so med seboj povezani in vplivajo en na drugega. V praktičnem delu pa sem naredila raziskavo s pomočjo anketnega vprašalnika. Na začetku diplomskega dela sem si postavila trditve. Potrdila sem lahko le eno trditev od štirih. Predvidevam, da je razlog ta, da je bil vzorec anketiranih majhen ter da sem bila omejena na določeno geografsko področje. Z raziskavo sem ugotovila, da je zavedanje obstoja blagovna znamka H&M zelo visoko. Ker sem delala raziskavo na začetku novega študijskega leta, mi je anketni vprašalnik izpolnilo največ študentov. Cena je še vedno eden izmed pomembnih dejavnikov, na podlagi katerega se odjemalci odločijo za nakup. Kljub temu se večini anketirancev zdi, da je cena glede na raven kakovosti še vedno visoka v prodajalni H&M. Blagovna znamka H&M v današnji zasičenosti z modnimi blagovnimi znamkami pridobiva na vrednosti. Pri ustvarjanju blagovne znamke H&M so pozorni na dogajanje v družbi in na spremembe okrog njih. Njihov glavni cilj je uresničevati slogan »Moda in kakovost za najboljšo ceno«.
Keywords:	Blagovna znamka, vrednost blagovne znamke, zvestoba znamki, zavedanje znamke, zaznana kakovost, asociacije z znamko, zaščitena znamka, proizvajalci, odjemalci.
Place of publishing:	Maribor
Year of publishing:	2009
PID:	20.500.12556/DKUM-9799
COBISS.SI-ID:	9896988
NUK URN:	URN:SI:UM:DK:V9ESAAYS
Publication date in DKUM:	29.06.2009
Views:	4587
Downloads:	818
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	H&M brand equity in the eyes of the consumers
Abstract:	This diploma is divided into two parts, on the theoretical and practical part. In theoretical part I described different definitions of brands and the elements that compose the brand value. Brand is a name, an expression, symbol, design or combination of all these, to identify the product or services of one seller or a group of sellers and to see the difference of products or services from competitive. The value of the brand is composed with a brand loyalty, awareness of the brand, percieved quality, associations conected with the brand and the other values such as patents, protective brand and relations in the sales channels. In practical part I made a research with a questionnaire survey. At the beginning of this diploma I wrote some claims. I confirmed only one claim of the four. I assume that the reason is that the sample of interviewed people was small and that I wass limited to a specific geographic area. With my research I found out that awareness of the exsistence of the brand H&M is very high. Because I did my research at the beginning of the new school year (in october), is my questionnaire survey completed by mostly students. The price is still one of the important factors, on wich the customers choose to buy. Also most interviewed people think that the price depending on the quality level, is still high in the H&M stores. The H&M brand in today's glut of fashion brands is gaining on the value. When they are creating a brand H&M, they are attentive to developments in society and to changes around them. Their main goal is to realize the slogan ''Fashion and quality for the best price''.
Keywords:	Brand, brand value, brand loyalty, awareness of the brand, perceived quality, brand associations, producers, customers.

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