Prenova blagovne znamke na primeru podjetja Marles hiše Maribor d.o.o.

Gavrić, Elena

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Title:	Prenova blagovne znamke na primeru podjetja Marles hiše Maribor d.o.o.
Authors:	ID Gavrić, Elena (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Gavric_Elena_2026.pdf (2,13 MB) MD5: A9CD5AADC4D4119A6E73D644579E61F5
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Blagovna znamka predstavlja eno izmed najpomembnejših sredstev podjetja, ki neposredno vpliva na njegovo prepoznavnost in konkurenčni položaj. Zaradi hitrih sprememb na trgu ter spreminjajočih se potreb in pričakovanj odjemalcev se podjetja vse pogosteje odločajo za prenovo blagovne znamke. Pri tem prenova blagovne znamke ne pomeni zgolj spremembe vizualne podobe, temveč celovit proces, ki zajema tudi spremembe strategije, identitete in načina komuniciranja podjetja. Diplomsko delo obravnava prenovo blagovne znamke na primeru podjetja Marles hiše Maribor d.o.o. Osrednji namen raziskave je ugotoviti, kako s prenovo učinkovito posodobiti podobo podjetja in ohraniti konkurenčnost, ne da bi pri tem ogrozili njegovo dolgoletno tradicijo in zaupanje odjemalcev. Diplomsko delo je razdeljeno na dva dela. V prvem oziroma teoretičnem delu so predstavljeni pojem blagovne znamke, razlogi za njeno prenovo, proces prenove ter dejavniki, ki vplivajo na njeno uspešnost. V drugem oziroma empiričnem delu je predstavljena prenova blagovne znamke izbranega podjetja, pri čemer smo analizirali razloge za prenovo, proces prenove blagovne znamke, prenovljeno vizualno identiteto in komunikacijske aktivnosti ter odzive trga in kupcev. Ugotovitve kažejo, da je bila prenova blagovne znamke izvedena sistematično in strateško ter ni obsegala zgolj spremembe vizualne podobe, temveč tudi prenovo komunikacije, produktnega portfelja in tržnega pozicioniranja podjetja. Podjetje je s prenovo uspešno povezalo svojo dolgoletno tradicijo s sodobnimi vrednotami, kot so trajnost, kakovost bivanja in inovativnost. Analiza potrjuje, da lahko premišljeno načrtovana prenova blagovne znamke pomembno prispeva k večji prepoznavnosti podjetja, krepitvi konkurenčnega položaja in učinkovitejšemu nagovarjanju različnih ciljnih skupin.
Keywords:	Prenova blagovne znamke, Marles hiše Maribor d.o.o., blagovna znamka, upravljanje blagovne znamke, identiteta blagovne znamke.
Place of publishing:	Maribor
Publisher:	E. Gavrić]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98894
UDC:	658.626
COBISS.SI-ID:	290453763
Publication date in DKUM:	09.09.2026
Views:	102
Downloads:	8
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:	15.07.2026

Secondary language

Language:	English
Title:	Rebranding on the case of the company Marles hiše Maribor d.o.o.
Abstract:	A brand is one of company's most important assets, directly influencing its recognition and competitive position. Due to rapid market changes and the evolving needs and expectations of customers, companies are increasingly engaging in rebranding. Rebranding is not merely a change in visual identity but a comprehensive process that also involves changes in the company's strategy, brand identity and communication. This bachelor's thesis examines the rebranding of Marles hiše Maribor d.o.o. The central research problem is to determine how a company can successfully modernize its brand and maintain its competitive position through rebranding without compromising its long-standing tradition and the trust of its customers. The thesis is divided into two parts. The first, theoretical part presents the concept of a brand, the reasons for rebranding, the rebranding process and the factors influencing its success. The second, empirical part focuses on the rebranding of the selected company. It analyses the reasons behind the rebranding, the rebranding process, the renewed visual identity, communication activities, and the responses of the market and customers. The findings indicate that the rebranding was implemented systematically and strategically and extended beyond changes to the visual identity to include the company's communication, product portfolio and market positioning. Through the rebranding, the company successfully combined its long-standing tradition with contemporary values such as sustainability, quality of living and innovation. The analysis confirms that a carefully planned rebranding can significantly enhance a company's brand recognition, strengthen its competitive position and enable it to address different target groups more effectively.
Keywords:	Rebranding, Marles hiše Maribor d.o.o., brand, brand management, brand identity.

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