MANAGEMENT DEVELOPMENT AND RECOGNITION OF A BRAND I\u27MARIBOR

V svetu prevelike količine informacij in pomanjkanja zaupanja v večje institucije je moč sporočanja preproste ideje preko znamke pomembnejše kot kadarkoli prej. Blagovne znamke podjetjem omogočajo, da povečajo učinkovitost marketinških aktivnosti skozi ekonomijo obsega, ustvarjajo vrednost za deležnike ter varujejo tržni položaj s povečanjem vstopnih ovir na trg. To obdobje je z vidika znamk rezervirano za celovite izkustvene znamke, ki potrošnikom zagotavljajo bogate in verodostojne informacije v povezavi s produktom oz. storitvijo, jih inspirirajo in navdušujejo ter jih ves čas aktivno vključujejo v interakcijo na podlagi edinstvenih in obogatenih izkušenj. Blagovna znamka ima ekonomski pomen. Blagovna znamka se obravnava kot premoženje, s katerim podjetje razpolaga ter ga ekonomsko upravlja in izkorišča. Večina vrednosti znamke je neotipljive narave in je vedno bolj pomemben. Dandanes je management razvoja in prepoznavnosti celovitih znamk kompleksen proces in poteka v več razvojnih fazah, ki morajo biti dobro strateško načrtovane in skrbno izpeljane. S pomočjo sodobnih komunikacijskih pristopov pa je potrebno graditi uspešen prijateljski odnos med sodobnimi znamkami in sodobnimi odjemalci. V teoretičnem delu magistrske naloge smo opredelili in pojasnili management razvoja blagovne znamke. Pojasnili smo pomen znamke, njeno simboliko, dejavnike, ki vplivajo na znamko, funkcije znamke in management znamke. Nato smo pojasnili sam proces razvoja nove znamke. Od vizije, organizacijske kulture, ciljev in okolja, v katerem se znamka pojavlja, pa do lojalnosti, zavedanja, pomena in vrednosti znamke za organizacijo ter odjemalca. V naslednjem poglavju smo pojasnili identiteto znamke. Torej ime, logotip in simbolika, slogan, imidž znamke in sam proces identifikacije odjemalca z znamko. V zadnjem poglavju teoretičnega dela smo pojasnili marketinško komuniciranje v procesu razvoja nove znamke. Od oblikovanja učinkovitega komuniciranja, do ciljev in vloge marketinškega komuniciranja. Pojasnili smo tudi orodja marketinškega komuniciranja, kot so oglaševanje, pospeševanje prodaje, osebna prodaja in odnosi z javnostjo. V empiričnem delu smo predstavili teoretičen del v praksi, in sicer z idejo oziroma znamko I\u27Maribor. Pojasnili smo proces razvoja in prepoznavnosti nove znamke I\u27Maribor. Prav tako smo pojasnili identiteto znamke I\u27Maribor in marketinško komuniciranje znamke I\u27Maribor.In a world of information overload and lack of trust in major institutions, the power of a simple idea conveyed through branding is more important than ever. Brands allow firms to increase the effectiveness of marketing activities through economies of scale, creating value for stakeholders and protecting its market position by increasing the barriers to entry to the market. This period of time is in terms of marks/brands reserved for a comprehensive experiential brands that provide consumers with a rich and authoritative information in connection with the products or services, and to inspire and excite them at all times. They must be actively involved in the interaction on the basis of the unique and rich experience. The brand has economic significance. The brand is considered as an asset which company holds and manages the economics. Most of the value of the brand is intangible and is becoming increasingly important. Nowadays the development and management of comprehensive visibility marks is a complex process and passes through several phases of development, which must be clearly strategically planed and carefully carried out. With the help of modern communication approaches, it is necessary to build a successful friendly relationship between contemporary brands and contemporary customers. In the theoretical part of master\u27s thesis we will identify and explain management of brand development. We will explain the importance of brands, its symbolism, the factors that influence the brand, brand functions and brand management. Then we will explain the actual process of development of a new brand. From vision, organizational culture, goals and the environment in which the brand appears, to loyalty, awareness, importance and value of a brand for the organization and the consumer. In the next section we will explain the brand identity. The name, logo, symbolism, slogan, brand image and the process of brand identification. In the last chapter of the theoretical part we will explain the marketing communication in the process of developing a new brand. From effective communication, to the goals and role of marketing communication. We will also explain the tools of marketing communication such as advertising, sales promotion, personal selling and public relations. In the empirical part we will present theoretical part in practice, with the idea or brand I\u27Maribor. We will explain the process of development and recognition of a brand I\u27Maribor. We will also explain the identity of a brand I\u27Maribor and the marketing communication of a brand I\u27Maribor