20.500.12556/RUL-170385 Pomlajevanje blagovne znamke s širitvijo portfelja: študija primera blagovne znamke Delamaris magistrsko delo Rejuvenating a brand through portfolio expansion: a case study of the Delamaris brand Pomlajevanje blagovne znamke predstavlja dolgoročno strateško prilagoditev na spremembe v potrošniških navadah, tehnologiji in tržnem okolju. Raziskava osvetljuje pomen pomlajevanja ter ključne dejavnike, ki vplivajo na uspešnost tega procesa, pri čemer blagovno znamko Delamaris postavlja v središče študije primera pomlajevanja. Proces je predstavljen skozi štiri osrednja raziskovalna vprašanja, in sicer o razlogih in potrebah za pomlajevanje, prepoznavanju znakov staranja, uporabi metod in elementov pomlajevanja ter dejavnikih uspešnosti izvedbe. Delo je razdeljeno na teoretični in empirični del; prvi zajema temeljne pojme, kot so blagovna znamka, njen življenjski cikel in obstoječe metode pomlajevanja, podprte z relevantnimi raziskavami, medtem ko empirični del temelji na poglobljenem intervjuju in internih virih podjetja, kar omogoča celovito razumevanje procesa v praksi. Ključni mejnik v pomlajevanju Delamarisa je bila širitev portfelja v segment ribjih solat, kar je vzporedno vplivalo tudi na druge metode pomlajevanja. Podjetje se je zavedalo potrebe po osvežitvi znamke in nagovoru novih ciljnih uporabnikov, vendar zgolj vizualne in komunikacijske prilagoditve niso bile zadostne. Mlajši segment uporabnikov je namreč pričakoval tudi funkcionalne izboljšave izdelkov in embalaže, kar za proizvodno podjetje pomeni kompleksnejši razvoj in visoke investicije. Brand rejuvenation is a long-term strategic response to changes in consumer habits, technology, and the market environment. The study emphasises the importance of rejuvenation and the key factors determining its success, showcasing the Delamaris brand as a prime example of the rejuvenation case study. The process is presented through four central research questions: the reasons and needs for rejuvenation; how to recognise signs of ageing; the use of rejuvenation methods and elements; and the factors contributing to successful implementation. The research is divided into two parts: the theoretical part covers the basic concepts, such as the brand, its life cycle and existing rejuvenation methods, supported by the relevant research, while the empirical part is based on in-depth interviews and internal company sources, thus enabling a comprehensive understanding of the process in practice. The key milestone in the rejuvenation of Delamaris was the expansion of its portfolio to the fish salad segment, which also had a parallel impact on other rejuvenation methods. The company was aware of the need to refresh its brand and appeal to new target users; however, the visual and communication modifications alone were insufficient. Namely, the younger segment of users also expected functional improvements to products and packaging, which implies more complex development and high investments for the manufacturing company. blagovna znamka pomlajevanje širitev portfelja življenjski cikel blagovne znamke staranje blagovne znamke brand rejuvenation portfolio expansion brand life cycle brand ageing true true false Š. Žitko Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-04 10:47:44 2025-07-04 10:47:54 2025-07-30 09:45:51 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (70 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626(043.2) 175566 244257795 18856.pdf 18856.pdf 1 C988CFB09985531557F8384C60E8E5E1 a44fe7318612da05ff1f30a62440cd9732f7f468bb168f54697a223a5080f8bb ae390120-58b1-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212383 Fakulteta za družbene vede 0 0 0