20.500.12556/DKUM-82588 Percepcija blagovne znamke Coca Cola med študenti Ekonomsko-poslovne fakultete Perception of the Coca Cola Brand Among Students of the Faculty of Economics and Business V diplomskem delu »Percepcija blagovne znamke Coca Cola med študenti Ekonomsko-poslovne fakultete« opredeljujem blagovne znamke, ki so postale nepogrešljivi del našega vsakdana. Z njimi se srečujemo prav vsak dan. Uspešna blagovna znamka se ne zgodi kar čez noč, tega se zavedajo upravitelji znamk, ki se na vse možne načine trudijo, da bi kupcem znamko kar se da približali in jim v najboljši možni meri zagotovili zadovoljstvo v njihovih očeh, saj to privede do ponavljajočih se nakupov. Ogromno vlogo pri znamkah igra tudi njena osebnost, ki je neponovljiva oz. unikatna. Z njo znamki pripišemo človeške lastnosti in si jo zamišljamo kot resnično osebo. V drugem, empiričnem delu diplomskega dela, sem s pomočjo ankete študente Ekonomsko-poslovne fakultete spraševala o blagovni znamki Coca-Cola kot osebi. S pomočjo pridobljenih podatkov sem lahko v osnovi pridobila vpogled v osebnostni profil Coca-Cole kot osebe in kako jo kot takšno vidijo študenti. Rezultati raziskave so pokazali, da bi bila Coca-Cola ženska, črne ali bele polti, stara 25, 30 ali 40 let. Živela bi bolj razkošno, in sicer v vili. Bila bi Evropejka, živela pa bi v bolj topli državi – Španiji. Ker Coca-Colo povezujemo s pijačo, bi opravljala poklic natakarice, oblačila pa bi se v modna/trendovska oblačila. Njene oči bi bile rjave barve, prav tako tudi njeni kratki lasje. Ker smo prišli do zaključka, da bi bila Coca-Cola ženskega spola, bi imela ženski tip postave v obliki peščene ure, visoka pa bi bila 170 centimetrov. Njene najbolj vidne in izrazite osebnostne lastnosti bi bile sledeče: bila bi v koraku s časom, vesela, drzna, živahna, domača, prijazna in inteligentna. Veljala bi za ženstveno in nežno osebo. This diploma paper defines brands that have become an indispensable part of people’s everyday life. We encounter those brands daily. Brand managers are aware that a successful brand does not happen overnight. Therefore, they try in all means to approximate the brand to consumers and to ensure their satisfaction as much as possible because this leads to a repetitive purchase. A massive part of a brand also represents its inimitable and unique personality. With it, people attribute human qualities to a brand and imagine it as a real person. In the empirical part of this thesis, a survey was done among the students of the Faculty of Economics and Business regarding the brand Coca-Cola as a person. With the obtained data, it was possible to get a general insight into the personal profile of Coca-Cola as a person and the students' perception of it. The research showed that Coca-Cola would be a black or white woman aged 25, 30 or 40. She would live more luxuriously – in a villa. She would be a European, living in a warmer country – Spain. Since we associate Coca-Cola with a drink, she would be a waitress and dress fashionable and trendy. Her eyes would be brown and her hair short. Since the conclusion was that Coca-Cola would be a female, she would have an hourglass figure, and she would be 170 cm tall. Her most visible and prominent personality traits would be: up-to-date, cheerful, bold, lively, domestic, kind, and intelligent. She would be considered a feminine and gentle person. blagovna znamka osebnost blagovne znamke tipi osebnosti blagovne znamke percepcija blagovne znamke Coca-Cola. brand brand personality types of brand personality brand perception Coca-Cola. true true false L. Višnjar Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-08-25 17:29:36 2022-11-23 09:33:59 2022-11-24 03:07:25 0000-00-00 00:00:00 2022 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.126 130566403 UN_Visnjar_Larisa_2022.pdf UN_Visnjar_Larisa_2022.pdf 1 36CBF94512F598A03A3B9E69FDC5F41A a0af36330010ae5bd3af80f32db40a99a594d11c1327892b39237a7689d7b1d6 c21cc894-3db3-11ed-9af8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=163450 Ekonomsko-poslovna fakulteta 0 0 0