20.500.12556/DKUM-21083 Uporaba vrednostne analize pri izdelavi celostne podobe blagovne znamke Alveus Value analysis application for image and design of brand name Alveus V pričujočem magistrskem delu se bom ukvarjala s celostno podobo blagovnih znamk, skušala bom razčleniti celostno podobo blagovne znamke Alveus, ugotoviti, ali je sedanja podoba blagovne znamke Alveus ustrezna glede na trende, ki so trenutno prisotni pri oblikovanju celostnih podob blagovnih znamk in glede na podobe, ki jih imajo najboljši v tej stroki. Nadalje bom s pomočjo metode vrednostne analize poizkusila najti rešitev za drugačno obliko celostne podobe blagovne znamke Alveus ter podala predlog rešitve. V drugem delu magistrskega dela se bom osredotočila na implementacijo nove celostne podobe blagovne znamke Alveus s pomočjo sodobnih marketinških kanalov in orodij, predstavila marketinški plan ter predstavila učinke oglaševanja. Na koncu bom potrdila/ovrgla zastavljene hipoteze ter skušala predstaviti omejitve, ki bi nastale pri uvajanju nove celostne podobe blagovne znamke Alveus. In this MA paper I will be researching the image and design of brand marks, try to analyse the image and design of the Alveus brand mark, find out if the current image of the Alveus brand mark is appropriate, considering the trends that are currently present in designing the image and design of brand marks, and the images of those brand marks which are currently the best in this branch of business. Furthermore, I will use the method of value analysis to try and find a different image and design for the Alveus brand mark, and I will describe this suggestion. In the second part of this MA paper I will focus on implementing a new image and design of the Alveus brand mark with the help of modern marketing ways and tools, on presenting the marketing plan, and on presenting the effects of advertising. At the end I will either confirm or deny the hypotheses and try to present the limits that would emerge from introducing a new image and design of the Alveus brand mark. Celostna podoba blagovne znamke Benchmarking Vrednostna analiza Marketing in oglaševanje Image and design of the brand mark Benchmarking Value analysis Marketing and advertising true true false Slovenski jezik Angleški jezik Magistrsko delo 2011-10-24 09:21:56 2012-03-12 14:58:39 2022-04-14 08:31:27 2023-12-28 03:10:29 2011 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6990867 URN:SI:UM:DK:JD9VO5SB MAG_Kotnik_Urbiha_Katarina_2011.pdf MAG_Kotnik_Urbiha_Katarina_2011.pdf 1 A8AD33FA430A618FB633F8FC73DF53D5 f836dc41df12727f492a695ff723a7c1036a0fa44e652e48759b32a9ad247ada c389b2bf-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3e82605f-79e2-48be-9715-a518c91b648d https://dk.um.si/Dokument.php?lang=slv&id=26517 Fakulteta za organizacijske vede 0 0 0