20.500.12556/DKUM-16555 POVEČANJE PREPOZNAVNOSTI BLAGOVNE ZNAMKE BANDIDOS S POMOČJO SOCIALNIH MEDIJEV INCREASING BRAND AWARENESS BANDIDOS BY USING SOCIAL MEDIA Tradicionalni mediji (TV, radio, časopisi, revije) s pojavom interneta in socialnih medijev niso več tako vsemogočni, kakor so bili še nedavno, in na mnogih področjih prepuščajo mesto vse bolj "nalezljivim" socialnim medijem, ki so omrežili domala ves svet. V nasprotju s klasičnimi mediji, ki nam nudijo le enosmerno informacijo, nam t. i. splet druge generacije omogoča interaktivnost odzivanja, kar je ena izmed njegovih bistvenih prednosti. Ljudje namreč radi izražamo svoje mnenje in prisluhnemo drugim somišljenikom, kar nam socialni mediji, ki so kot virtualna igrišča različnih informacij, tudi dopuščajo. Pojem socialni mediji je zelo širok in vsebuje mnoge podskupine, ki pa jih avtorji različno navajajo. Najbolj pogosta in splošna pa je naslednja delitev: socialna omrežja (Facebook, MySpace, Netlog, Linkedin itd.), mikroblogi (Twitter), forumi, blogi, delitvene strani multimedijskih datotek (YouTube, Flicker itd.), družbeni zaznamki (Deli.cio.us), glasovalne strani (Digg, Reditt), preglejevalne strani (Yelp), forumi in virtualni svetovi (Second Life). V diplomski nalogi sem najprej v teoriji predstavil socialne medije ter nato temeljito opisal Facebook in njegova orodja komuniciranja, ki jih nudi uporabnikom. Preučil sem katere so glavne koristi in nevarnosti socialnih medijev za podjetja in blagovne znamke. Nato sem definiral še pomen blagovne znamke, napisal nekaj o prepoznavnosti le-te ter navedel orodja, ki pripomorejo k povečanju prepoznavnosti znamk. V praktičnem delu pa sem se osredotočil predvsem na analizo spletnega komuniciranja blagovne znamke Bandidos na socialnih medijih. Z rezultati anketnega vprašalnika pa sem potrdil tudi glavno hipotezo diplomske naloge, in sicer da komuniciranje blagovne znamke Bandidos na socialnih medijih vpliva na povečanje prepoznavnosti le-te. Na podlagi rezultatov omenjene ankete pa sem na koncu pripravil še nadaljnji načrt aktivnosti komuniciranja Bandidosa na teh medijih. Traditional media (TV, radio, newspapers, and magazine) are with the appearance of internet and social media no longer as almighty as they have been recently and are in many areas more and more leaving a place for »contagious« social media, which have entangled almost the entire world. Contrary to classical media which are providing only one-way information, so-called second generation web enables the interactivity of responding, which is one of its essential advantages. People, namely, like to express our opinions and listen to those people having the same view, which social media, which are like virtual playgrounds of different information, also allow for. The term social media is very wide and contains many subgroups, which are differently referred to by authors. The most common and general is division into: social networks (Facebook, MySpace, Netlog, and Linkedin etc.), microblogss (Twitter), forums, blogs, allotment pages of multimedia files (YouTube, Flicker etc.), social bookmarking (Deli.cio.us), voting pages (Digg, Reditt), review web sites (Yelp), forums and virtual worlds (Second Life). In our diploma thesis our theoretical part initially represents social media, which was then followed by a thorough description of Facebook and its communication tools it provides for its users. We have examined what are the main benefits and threats of social media for companies and trademarks. After that we also defined the term of trademark, wrote s few lines on its awareness and listed tools offering support in increasing the awareness of trademarks. In our practical part we focused mainly on the analysis of web communication of the trademark Bandidos on social media. The results of our implemented questionnaire have also confirmed the main hypothesis of our diploma thesis saying that communication of Bandidos trademark in social media influences the increase of its awareness. Based on the results of the mentioned questionnaire we prepared a further plan of communication activities for Bandidos on these media. socialni mediji blagovna znamka prepoznavnost blagovne znamke Bandidos social media trademark trademark awareness Bandidos true true false [R. Nemec] Slovenski jezik Angleški jezik Diplomsko delo 2010-10-29 12:27:56 2011-01-31 09:24:15 2022-04-13 08:15:50 2023-12-21 03:08:27 2010 0 Laško 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10553372 URN:SI:UM:DK:OMMZUVYE UNI_Nemec_Rok_2010.pdf UNI_Nemec_Rok_2010.pdf 1 19AA9B43A9CD1ECAD7CE06D0AEC1A5D4 8831bdd73945e5d18cf80a682171346a733e07b722900eef3f5a3e18697d488f acab5521-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/74cead97-21f5-409b-b4b7-7866ce51f74e https://dk.um.si/Dokument.php?lang=slv&id=18847 Ekonomsko-poslovna fakulteta 0 0 0