Specifičnosti suvremenog brendiranja usluga
| Autor: | Tomljenović, Snježana |
|---|---|
| Přispěvatelé: | Krajnović, Aleksandra |
| Jazyk: | chorvatština |
| Rok vydání: | 2020 |
| Předmět: |
service brand
services DRUŠTVENE ZNANOSTI. Ekonomija. Marketing customer loyalty usluga marketing usluga 7P kvaliteta usluge marka identitet marke brendiranje usluga tržišna vrijednost marke lojalnost klijenta 7P SOCIAL SCIENCES. Economics. Marketing brand equity marketing usluga brand identity service quality usluga brendiranje usluga marka lojalnost klijenta identitet marke services marketing tržišna vrijednost marke services branding kvaliteta usluge |
| Popis: | Sektor usluga je ključan kotač suvremene ekonomije, ali još uvijek nije dovoljno istraženo područje u marketingu kao ni u brendingu. Temeljni cilj ovog diplomskog rada je definirati i opisati specifičnosti brendiranja usluga s obzirom na specifičnu prirodu usluga, kao i razmotriti važnost “društva snova” za brendiranje usluga. Usluge imaju specifične karakteristike koje ih razlikuju od materijalnih dobara iz čega proizlaze izazovi uslužnih poduzeća pri upravljanju marketingom usluga, kao i brendiranju i upravljanju brendom usluge. Koncept 7P marketinškog miksa usluga temelj je diferencijacije uslužnog poduzeća. Marka ima krucijalnu važnost za uslužna poduzeća jer je temelj diferencijacije i diversifikacije usluge, izvor konkurentskih prednosti i profita poduzeća. Glavno obilježje kvalitete usluge je njezina subjektivnost što otežava mjerenje i upravljanje kvalitetom usluge. U suvremenom „društvu snova“ marka predstavlja sredstvo kojim se nastoji „prodati ispunjenje snova“ putem emotivnih priča koje utječu na osjećaje i razum klijenta, s ciljem zadobivanja klijentove lojalnosti. Elementi identiteta marke pružaju opipljivost usluzi te utječu na svijest potrošača kroz stvaranje jedinstvenih i snažnih asocijacija i osjećaja prema marki usluge. Marka se često poistovjećuje s kvalitetom, predstavlja dodanu vrijednost usluge i smanjuje rizik pri procjeni usluge. Marka predstavlja određeno jamstvo pružatelja usluge da će ispuniti obećanje, a time i očekivanja klijenta. Snaga i vrijednost marke proizlaze iz njezine ukorijenjenosti u svijesti potrošača. The service sector is the key element of the modern economy, however, when it comes to marketing and branding it is still insufficiently explored. The main aim of this paper is not only to define the specifics of branding services given the specific nature of the services, but also to consider the importance of “the dream society“ for branding services. There are some specific characteristics of services which distinguish them from material goods resulting in the challenges of service companies especially when it comes to managing the marketing of services, as well as branding and brand management services. The concept of a 3P marketing mix of services is the foundation of service company differentiation. The brand is extremely important for service companies because it is the foundation of service differentiation and diversification, a source of competitive advantages and company profits. The main feature of the service quality is its subjectivity which makes it difficult to measure and manage it. In the modern “dream society”, a brand is a way of selling a fulfillment of dreams through emotional stories that affect individual’s feelings and mind. The elements of brand identity ensure the service tangibility. Also, they influence consumer’s awareness through the creation of unique and strong associations and feelings towards the service brand. The brand is often associated with the quality, it represents the additional value of the service and reduces the risk in evaluating the service. The brand represents a certain guarantee of the service provider that it will keep the promise, and in that way the expectations of the client would be fulfilled. The strength and value of a brand come from its rootedness in the minds of consumers. |
| Databáze: | OpenAIRE |
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