DEPLOYMENT OF TRADE MARK "ITAK", MOBITEL D.D.

V diplomski nalogi so prikazane pomembnosti blagovne znamke na splošno in za konkretno podjetje Mobitel d.d., ter njegovo znamko ITAK. Podjetje se je odločilo za uvedbo lastne blagovne znamke, da prepreči odhod določenega segmenta uporabnikovmladih od 15 do 31 let, da pridobi nove uporabnike, ter si zagotovi trdnejši položaj na trgu. Poleg tega si je podjetje z znamko zagotovilo večjo zvestobo ciljne publike, predvsem pa prepoznavnost pri tem segmentu uporabnikov.The thesis shows the importance of brands in general and specifically for the company Mobitel d.d. and its brand ITAK. The company decided to introduce its own brand, to prevent the departure of a particular segment of users, young people from 15 to 31 years, to acquire new customers, and to provide a stronger market position.In addition, the company has to provide greater brand loyalty of target audiences, particularly the visibility of this segment of users