MANAGING THE BARBIE BRAND

Blagovne znamke so del našega vsakdanjega življenja. Za nekatere od teh se zdi, da so že zdavnaj presegle svoje proizvode in storitvene kategorije ter postale del popularne kulture. Diplomska naloga zajema obravnavo blagovne znamke vse od njenih začetkov, do tega kakšno vlogo imajo za podjetja in kako ta okoli njih oblikujejo elemente in jim s tem podarijo lastno identiteto, ki jih razlikujejo od ostalih znamk na trgu. Navedene so tudi lastnosti, ki jih mora uspešna blagovna znamka posedovati, in dodatni dejavnik, ki jo pripelje do ultimativnega naziva ikonske znamke. Kako je to uspelo blagovni znamki Barbie, ki kraljuje na vrhu trga igrač že več kot 50 let, je prikazano v drugem delu diplomske naloge. S podrobnim pregledom razvoja znamke po desetletjih so predstavljene odločitve o poslovanju in razvoju elementov blagovne znamke, SWOT analiza pa ugotavlja tudi dejavnike, ki so Barbie zagotovili uspeh, po drugi strani pa slabosti, katere so ji na poti do vrha povzročale nemalo nevšečnosti.Brands are part of our everyday lives. For some of them it seems that they had exceeded their products and services, and became a part of popular culture. The thesis includes the treatment of the brand since its very beginnings, and also shows the role brands have for companies and how they form its elements to give them their own specific identity, which differ them from other brands on the market. It also explains the characteristics of successful brands and gives that extra factor that leads the brand to the ultimate title of being iconic. What were those success factors for Barbie brand, which reigns at the top of the toy market for over 50 years, is shown in the second part of the thesis. The detailed examination of the brand and its development during the decades presents brands business decisions and progression of its elements. SWOT analysis indicates the factors that have ensured Barbie’s success, but on the other hand also shows disadvantages the brand faced on her way to the top