20.500.12556/DKUM-62517 Komuniciranje blagovne znamke Juliana - študija primera blagovne znamke Juliana Communication of brand - case study of brand Juliana Blagovna znamka je danes najmočnejše orodje podjetja. Predstavlja prepoznavnost in celostno grafično podobo izdelka ali storitve. Je zasidrana v glavah potrošnikov, saj zadovoljuje njihove potrebe, želje in pričakovanja, zato jo je potrebno obravnavati celovito, tako z notranjega kot tudi z zunanjega vidika. Tema, ki jo bomo v diplomski nalogi podrobneje proučevali, je blagovna znamka Juliana in načini komuniciranja te blagovne znamke. Gre za blagovno znamko z dolgoletno tradicijo, ki je imela do leta 2005 največji tržni delež med ustekleničenimi vodami v Sloveniji, nato je zaradi finančnih težav podjetje potonilo. Sedaj se voda Juliana po več kot desetih letih vrača na trg, vendar je zaradi močne konkurence na trgu njen obstoj izredno težek. Starejša slovenska populacija se nekoč močne blagovne znamke Juliana še spomni, mlajše generacije pa je verjetno ne poznajo najbolje. V diplomski nalogi smo želeli raziskati prepoznavnost blagovne znamke Juliana med mladimi Slovenci in Slovenkami ter nato pridobljene rezultate praktične vrednosti aplicirati na način, da bodo marketinške dejavnosti podjetja bolje nagovarjale izbrani segment populacije. The brand is the most powerful tool of the company; It represents visibility and corporate image of the product or service. It is anchored in the minds of the consumers as it meets their needs, desires and expectations, so it should be addressed comprehensively, both internally as well as externally. The theme, which we will examine in detail in this thesis, is a trademark Juliana and ways to communicate this brand. It is a brand with a long tradition, which until 2005 had the largest market share of bottled waters in Slovenia, then the company has, due to financial difficulties, sunk. Now the water Juliana, after more than ten years later, is coming back on the market, but due to strong competition in the market, its existence is still extremely difficult. The elder Slovenian population still remembers the strong brand Juliana had in the country but the younger generation probably doesn’t know the brand very well. That is what we wanted to explore and then given the results would be applied to the company in such way that the marketing activities of the company would be better at reaching out a selected segment group of the population. blagovna znamka potrošnik načini komuniciranja voda Juliana. brand consumer communication method water Juliana. true true false T. Krajnc Slovenski jezik Angleški jezik Diplomsko delo 2016-08-29 10:16:32 2016-09-09 07:56:35 2022-06-29 03:08:49 2019-07-11 12:58:13 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.127.6(043.2) 20150294 URN:SI:UM:DK:6OUYIMR1 UN_Krajnc_Tjasa_2016.pdf UN_Krajnc_Tjasa_2016.pdf 1 8EC79CD6FB32F608E0EBA07CC09B4956 15b34affc28dd5e8326e531263c1d60c2922a4fe1fa62f59a545345d87717d6d 316b5513-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101011 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0