20.500.12556/DKUM-38004 CELOSTNA PODOBA IN KOMUNICIRANJE EKOLOŠKIH IZDELKOV. PRIMER MELVITA CORPORATE IDENTITY AND COMMUNICATION OF ECO-PRODUCTS. CASE MELVITA Trend “naravnega” je zelo pogost pojav v kozmetični industriji. V nalogi ugotavljamo, kaj pomeni naravno oz. ekološko ali organsko, na podlagi česa lahko tem oznakam zaupamo in kako s komunikacijo proizvajalci sledijo poslanstvu naravnega. Govorimo torej o potrdilih (cetifikatih) za naravno kozmetiko, o pomenu blagovnih znamk in embalaže. Primer Melvite smo izbrali, ker na pogled zelo ustreza poimenovanju »naravna kozmetika«. Na podlagi analize in intervjuja z vodjo prodaje smo ugotovili, da je Melvita res eno vodilnih podjetij na področju organske kozmetike, tako na področju kakovosti izdelkov kot v komunikaciji. The trend towards “natural” products is very common in the cosmetics industry. This paper investigates the meaning of the terms “natural”, “ecological” and “organic”, why we can trust such marks and how the producers communicate this. The paper deals with natural cosmetics certificates and the meaning of trademarks and packaging. The example of Melvita seems to suit the description “natural cosmetics”. The analysis and interview with the sales manager show that Melvita is indeed one of the leading companies for organic cosmetics in respect of quality and communication. naravna kozmetika blagovna znamka embalaža komuniciranje Melvita natural cosmetics trade mark packaging communication Melvita true true false [V. Vivod] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2012-09-14 13:50:45 2012-11-21 14:35:12 2022-04-25 23:05:50 2021-04-18 03:19:55 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 766:39.13(043.2) 16516886 URN:SI:UM:DK:NCKFYJBZ UNI_Vivod_Vesna_2012.pdf UNI_Vivod_Vesna_2012.pdf 1 505931634C4FA3110CFC79DAB92D0612 9b5891eec6033d88f2711aff91cfc12addffacf30c887c5d31c76fb307712e04 63939af3-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8565302f-363b-46b0-8d59-9bff7e335898 https://dk.um.si/Dokument.php?lang=slv&id=50441 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0