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Utrditev prepoznavnosti blagovne znamke Festival Okarina : diplomsko delo
Repnik, Špela, 1986-
Diplomsko delo ponuja vpogled v upravljanje blagovne znamke Festival Okarina, ki kljub svoji dolgoletni tradiciji ne dosega želene percepcije pri ciljni publiki. V ta namen je bil najprej opravljen ...pregled stanja obstoječe znamke in zapisna zgodba o njenem nastanku. Opredeljene so lastnosti znamke, ki jo naredijo edinstveno v očeh ciljne publike in želeno dojemanje znamke v očeh uporabnikov. Skozi segmentiranje na podlagi demografskih in socialno-ekonomskih, psihografskih, vedenjskih in lastnostih, povezanih z blagovno znamko je bila natančneje določena ciljna publika. Nato je bilo za potrebe izvedbe tržnega komuniciranja oblikovano osnovno sporočilo znamke ter implementacija le.tega skozi metodologijo inbound marketinga.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Bled : [Š. Repnik], 2017
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