DEVELOPMENT OF SERVICES AND TRADE MARK SRCE SLOVENIJE - HEART OF SLOVENIA

Tema diplomskega dela obsega predstavitev procesov, ki so potekali tako v zunanjem okolju, kot v posameznih podjetjih in pripeljali do nastanka oz. ustanovitve blagovne znamke Srce Slovenije. Po eni strani diplomsko delo preko geografskih značilnosti, naravne in kulturne dediščine ter razvojnih spodbud v okolju poišče identiteto območja, ki osmišlja nastanek blagovne znamke. Po drugi strani pa predstavi procese, ki so se dogajali znotraj posameznih podjetji, in nato pripeljali do odločitve za ustanovitev znamke. Pomembni sta predvsem dve podjetji, in sicer Center za razvoj Litije, ki nastopa kot ustanovitelj znamke, ter Zadruga za razvoj podeželja Jarina kot glavna pobudnica nastanka znamke. Osredotočamo se zlasti na prepoznavanje razvojnih spodbud, na podlagi katerih je prišlo do ustanovitve blagovne znamke, obravnavamo pa tudi finančne vidike. Realno sliko stanja poskušamo pridobiti preko znanstvene metode, ugotavljanja prednosti, slabosti, nevarnosti in priložnosti — SWOT analize, katere ugotovitve nas vodijo k oblikovanju smernic razvoja znamke, ki jih bo potrebno upoštevati v prihodnje. Osnovne elemente, ki jih raziskujemo v okviru naše raziskave, obširneje predstavljamo na podlagi teoretičnih izhodišč. Namen diplomskega dela je ugotoviti, da je bila ustanovitev blagovne znamke na tem območju smiselna, kar omogoča hitrejši in kvalitetnejši ter celostni in trajnostni razvoj okolja, ki ga pokriva. Cilj pa je prepoznati in ovrednotiti tiste aktivnosti, ki bodo zagotovile kvaliteten razvoj blagovne znamke Srce Slovenije.This BA thesis represents the processes, which ran in the environment on two bases. Firstly, it talks about the outside, general environment and secondly, about the environment inside particular companies. Those processes led to the establishment of the trade mark »Heart of Slovenia.– Srce Slovenije«. Through geographic characteristics, features of natural and cultural heritage and developing projects this research discovers the environment identity, which brought meaning to the trade mark. On the other side, the content of this paper represent the processes inside particular companies, which led to the decision to found the trade mark. Two companies hold special importance. Developing center Litija, as founder and holder of trade mark rights and cooperative Jarina as main initiator. The thesis is mainly focused on the financial view and identification of developing projects, which represent the bases for establishing trade mark. It tries to present the real situation through scientific method of discovering the strengths, weakness, opportunities and threats – SWOT analysis. Besides this, analysis shows which activities will have to be done in the future. The basic elements of our research are also thoroughly represented on theoretic bases. The intention of this thesis is to prove, that the establishment of the trade mark was sensible and it allows faster and sustainable development of the environment which is developing under the trade mark. The goal is to recognize and evaluate the actions, which will enable the development of the trade »Heart of Slovenia.– Srce Slovenije« in the future