IMPORTANCE AND ROLE OF PACKAGING\u27S VISUAL IMAGE AND ITS CONNECTION WITH THE BRAND

Vsako podjetje teži k cilju, da bi bili izdelki njihovih blagovnih znamk na policah opazni oziroma bolj opazni od konkurenčnih. Te opaznosti jim ne zagotavlja že sam še tako dober izdelek, ampak šele močna, prodorna blagovna znamka. Kupci se ne odločajo več za določene izdelke, zgolj zaradi njegovih funkcionalnih prednosti, ki jih imajo, ampak zaradi blagovne znamke, ki ji zaupajo, ima tradicijo, in ki mu poleg dobrega izdelka nudi še ugled ter druge vrednote. Poleg tega, da moramo imeti poznano blagovno znamko, moramo oblikovati tudi takšno embalažo, ki bo dovolj zanimiva že na prvi pogled, da bo pridobila dodatno zanimanje kupca. Kakšno embalažo naj proizvajalec oblikuje, da bo njegov izdelek opazen v tej poplavi izdelkov, ko na nas preži na stotine izdelkov, ki vsi zadovoljujejo iste potrebe in vedno hitrejšemu tempu nakupovanja, je eno težjih vprašanj, ki si jih zastavljajo podjetja. Prav zaradi tega bodo bolj uspešna podjetja tista, ki bodo imela za svoje blagovne znamke oblikovan jasen in razlikovalen imidž, embalažo, s katero bodo izstopala iz množice in po čemer si jih bodo kupci zapomnili. Diplomska naloga obsega teoretični in praktični del. V teoretičnem delu bomo naprej opredelili pomen blagovne znamke z najpogostejšimi in najbolj znanimi pojmi. V poglavju o embalaži pa bomo poizkušali čim bolj nadzorno, z najbolj zanimivimi teorijami avtorjev, prikazati, da je embalaža mnogo več kot le ovoj, ki varuje izdelek, temveč je lahko tudi nekaj sekundni oglas, ki lahko kupce pritegne, najprej k dodatnemu zanimanju, kasneje pa tudi k prvemu nakupu. Empirični del zajema kratko analizo embalaže dveh tujih - Nivea in Barilla in dveh slovenskih blagovnih znamk - Radenska in Gorenjka.Every company strives for the products of their brands being more visible on the shelves and more noticeable than the competition\u27s. A good product by itself does not provide the visibility but only a strong incisive brand does. Customers do not decide for a certain product because of its functional benefits, but because of the trusted brand, tradition and reputation and other values the product offers. In addition to the well-known brand, the company must establish the type of packaging that is sufficiently attractive at first glance and acquires an additional interest in the buyer. Make a product evident in this flood of products is very important, therefore, this is the toughest job for a company, because the buyers are invaded by hundreds of products satisfying the same needs, and there is also the ever present faster pace of shopping. Companies with clear and distinctive image, packaging, which will stand out from this crowd and be memorable will be more successful. The thesis comprises theoretical and practical part. The theoretical part will define the importance of the brand with the most common and best-known concepts. In the chapter on packaging I will expose the most interesting theories that the authors indicate - packaging is much more than just a wrapper that protects the product, it can also be a few seconds ad, which attracts buyers for the additional interest, and later for the first purchase. The empirical part includes a brief analysis of packaging of two foreign brands - Nivea and Barilla, and two Slovenian brands - Radenska and Gorenjka