20.500.12556/DKUM-38713 VLOGA VIZUALNE PODOBE EMBALAŽE PRI IDENTITETI BLAGOVNE ZNAMKE ROLE OF THE VISUAL IMAGE OF PACKAGING IN A TRADEMARK IDENTITY V naši diplomski nalogi smo želeli ugotoviti kakšna je vloga vizualne podobe embalaže pri identiteti blagovne znamke. Najprej smo si postavili teoretične temelje in v prvem delu definirali pojem blagovne znamke, celostne grafične podobe, embalaže, izdelka ter osnovnih likovnih elementov. Sledil je empirični del v katerem smo z analizo primera raziskali vizualno podobo embalaže naravne ustekleničene vode Evian. S pomočjo rezultatov kvantitativne raziskave, ki je bila izvedena med slovenskimi potrošniki starimi med 20 in 40 let, smo si odgovorili na predhodno zastavljena raziskovalna vprašanja in tako dosegli tudi vse cilje h katerim smo stremeli skozi celo diplomsko nalogo. The underlying dissertation is set to determine the role of the visual image of the packaging in the trademark's identity. First, the theoretical framework is presented, within which the terms trademark, corporate design, packaging, product and basic art elements are defined. This is followed by the empirical part, which by means of a case study analyses the visual image of the packaging of the bottled mineral water Evian. The findings of the quantitative research conducted on Slovene consumers aged 20 to 40 provide answers to the research questions set at the beginning, and these answers realize the objectives we have been striving to achieve throughout the entire dissertation. blagovna znamka vizualna podoba embalaža trademark visual image packaging true true false [A. Korenč] Slovenski jezik Angleški jezik Diplomsko delo 2012-10-11 18:23:17 2012-11-14 09:18:35 2022-05-04 13:35:20 2021-04-20 03:15:48 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 771.38:658.38(043.2) 16429846 URN:SI:UM:DK:RWT79OM7 UNI_Korenc_Anja_2012.pdf UNI_Korenc_Anja_2012.pdf 1 CC972A352474AE0EA4451C79AC075FE9 d205a5f3f2eda4393812d4c94ccc2d865922ebd17c8017886e068d394e6e3fa6 8b4ea68e-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/260301e2-b388-4187-9f35-75d9d39836fa https://dk.um.si/Dokument.php?lang=slv&id=51927 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0