THE IMPORTANCE OF PACKAGING IN DEVELOPING A STRONG BRAND

V diplomskem delu sem predstavila vlogo embalaže pri izgradnji močne blagovne znamke. Dandanes ima embalaža pri odločanju za nakup zelo pomembno vlogo, saj se veliko izdelkov predstavlja prav z njo. Odjemalec si predstavo o blagovni znamki ustvari pod vplivom embalaže, saj ta na prodajnem mestu predstavlja prvi stik z odjemalcem. Tudi farmacevtska podjetja so se začela zavedati vse večje konkurence med istovrstnimi izdelki in prav tako želijo s svojimi izdelki izstopati. Ravno embalaža in blagovna znamka sta tisti, ki vzbudita odjemalčevo pozornost in ga motivirata za nakup. Teoretični del zajema predstavitev embalaže ter blagovne znamke in njuno vlogo pri nakupu izdelka. Prav tako sem opredelila zdravila, tako zdravila na recept kot prosto dostopna zdravila (OTC-zdravila). V nadaljevanju sem predstavila podjetji Novartis in Lek ter opisali njuno ponudbo zdravil. Z analizo obeh primerov sem ugotovila, da sta podjetji priznani in močni blagovni znamki. Podjetje Novartis se osredotoča bolj na zdravila na recept in bolnišnična zdravila, podjetje Lek pa na OTC-zdravila.In the thesis I presented the role of packaging in developing a strong brand. Today, the packaging has a very important role in a buying decision process since many products are introduced by packaging itself. A client makes an idea about the brand created under the influence of packaging as it represents the first contact with the client at the point of sale. Even pharmaceutical companies are becoming aware of increasing competition among the products of the same type and also want to stand out with their products. Packaging and brand are the ones that attract the client\u27s attention and motivate them to purchase. The theoretical part includes the presentation of packaging and brand and their role in buying a product. I also identified medicines, both prescription medicines and non-prescription medicines or over-the-counter medicines. Then the companies Novartis and Lek and their offers of medicines are presented. Having analysed the two examples, I found that these companies are recognized as companies with strong brands. Novartis is focusing more on prescription medicines and hospital medicines, while Lek is focusing more on over-the-counter medicines