20.500.12556/DKUM-67905 Primerjalna analiza dejavnikov nacionalne blagovne znamke Slovenije in Estonije A comparison analysis of factors of country brand of Slovenia and Estonia Prepoznavnost države in njen ugled v svetu sta vedno bolj pomembna za uspešnost v mednarodnih odnosih in poslovanju. Blagovna znamka države predstavlja za uvoznika in izvoznika, investitorja ali turista prvi stik z državo, saj logotip znamke, njeni simboli, sporočilo in pojavnost ponazarjajo vrednote in kulturo države. Razvoj prepoznane blagovne znamke nosi velik pomen za državo, saj lahko pripomore k višjemu ugledu ter h konkurenčnosti gospodarstva. V tem diplomskem projektu obravnavamo pojem in pomen blagovne znamke države, pojem in proces znamčenja države, dimenzije blagovne znamke države, pristope k njenemu merjenju ter identiteto in zaznavanje blagovnih znamk Slovenije in Estonije. Country identity and its reputation in the world are more and more important factors for its success in international relations and business. For an importer or an exporter, an investor or a tourist a country brand represents the first contact with a country, since the brand's logo, its symbols, the message and the manifestation depict the country's values and its culture. Development of a recognised brand is of a great importance for the country and contributes to its higher reputation and economy competitiveness. This diploma thesis introduces the concept and the purpose of a country brand, the concept and the process of nation's branding, the dimensions of a country brand, the approaches to its measurement, its identity and the perception of Slovenian and Estonian country brands. mednarodna konkurenčnost blagovna znamka države znamčenje identiteta Slovenija Estonija international competitiveness country brand branding identity Slovenia Estonia true true false [L. Bosina] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-09-02 16:37:39 2017-12-14 09:37:23 2022-08-01 14:36:02 2019-07-11 16:35:09 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12941084 URN:SI:UM:DK:43YIEZCB UN_Bosina_Lucija_2017.pdf UN_Bosina_Lucija_2017.pdf 1 0ABF61E915E918254613786347B33AA8 ae363ffd353c742968c6101b7f1dc8b38c85e797f5ec17790ab4abe2c6961cbe a1d65682-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/34197f10-9233-4eba-9755-46fb7084702a https://dk.um.si/Dokument.php?lang=slv&id=117012 Ekonomsko-poslovna fakulteta 0 0 0