Marketinško komuniciranje ob širitvi blagovne znamke na nove trge

Praznik, Tomaž

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Title:	Marketinško komuniciranje ob širitvi blagovne znamke na nove trge
Authors:	ID Praznik, Tomaž (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Praznik_Tomaz_2026.pdf (3,45 MB) MD5: 4A4444D01AEEF7F250D459B5F3CE0CB6
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava vlogo marketinškega komuniciranja ob širitvi blagovne znamke na nove trge. V teoretičnem delu so opredeljeni ključni koncepti blagovne znamke, njeni vidni in nevidni elementi ter posebnosti blagovnih znamk na B2B trgih. Sledi pregled strategij internacionalizacije in načinov vstopa na tuje trge ter analiza temeljnih elementov marketinškega komuniciranja s poudarkom na orodjih in dilemah prilagajanja komunikacije novim trgom. Empirični del temelji na kvalitativni študiji primera podjetja Schüco, nemškega razvijalca in dobavitelja sistemskih rešitev za stavbni ovoj, ob njegovem vstopu na severnoameriški trg. Analiza temelji na javno dostopnih virih in marketinških materialih podjetja. Ugotovitve kažejo, da Schüco svojo globalno identiteto ohranja enotno, hkrati pa selektivno prilagaja komunikacijo in produkte lokalnim tehničnim ter kulturnim zahtevam. Kot ključne izzive identificiramo regulativne razlike med evropskim in severnoameriškimi standardi, kulturne razlike v poslovnem okolju ter odsotnost na lokalnih industrijskih sejmih, ki na B2B trgih predstavljajo pomemben kanal za gradnjo zaupanja in odnosov.
Keywords:	blagovna znamka, marketinško komuniciranje, internacionalizacija, B2B trgi, prilagajanje komunikacije
Place of publishing:	Maribor
Publisher:	T. Praznik]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98321
UDC:	658.626
COBISS.SI-ID:	288806147
Publication date in DKUM:	25.08.2026
Views:	114
Downloads:	5
Metadata:
Categories:	EPF
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Licences

License:	CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-sa/4.0/
Description:	This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.
Licensing start date:	04.06.2026

Secondary language

Language:	English
Title:	Marketing communications in brand expansion to new markets
Abstract:	This thesis examines the role of marketing communications in the expansion of a brand to new markets. The theoretical section defines the key concepts of brand management, including its visible and intangible elements, as well as the distinctive characteristics of brands operating in B2B markets. This is followed by an overview of internationalisation strategies and market entry modes, and an analysis of the fundamental elements of marketing communications, with emphasis on the available tools and the standardisation-versus-adaptation dilemma. The empirical section is based on qualitative case study of Schüco, a German developer and supplier of systemic solutions for the building envelope, and its entry into the North American market. The analysis draws on publicly available sources and the company’s marketing materials. The findings indicate that Schüco maintains a consistent global brand identity while selectively adapting its communications and products to local technical and cultural requirements. The key challenges identified include regulatory differences between European and North American standards, cultural differences in the business environment, and the company’s absence from local trade fairs, which in B2B markets represent an important channel for building trust and relationships.
Keywords:	brand, marketing communications, internationalization, B2B markets, adaptation of communications

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