20.500.12556/DKUM-82614 Primerjava podobe blagovnih znamk afrodita in nivea pri generaciji z Generation z brand image comparison between afrodita and nivea V diplomskem delu smo pojasnili podobo blagovne znamke kot večplasten dimenzionalni konstrukt, ki ga sprožijo spoznanja, čustva, simboli, vrednote in stališča potrošnikov. S pomočjo spletne ankete raziskali odnos generacije Z do slovenske blagovne znamke Afrodita in globalno znane blagovne znamke Nivea. Poglavit razlog za analizo, ki je dodan v nadaljevanju je pomembnost razvoja podobe znamke kot posebna komponenta za oblikovanje trženjskega spleta za ustvarjanje trajne konkurentne prednosti. Podoba blagovne znamke igra pomembno vlogo pri razvoju kozmetične blagovne znamke, saj je povezana z ugledom in verodostojnostjo podjetja. V tej nalogi smo zato analizirali in definirali razliko med izdelkom in blagovno znamko, razvoj slovenskih v primerjavi s tujimi blagovnimi znamkami, pomen in delovanje blagovnih znamk v kozmetični industriji, opredelili smo podobo blagovne znamke, vidne elemente blagovnih znamk Afrodita in Nivea ter značilnosti generacije Z. Raziskali pa smo tudi primerjavo med podobo blagovne znamke Afrodita in Nivea pri generaciji Z. Cilj diplomske naloge je pojasniti notranji pomen blagovne znamke Afrodite in Nivee s strani generacije Z. In the diploma work we explained the image of brands as a multifaceted dimensional construct triggered by knowledge, emotions, symbols, values and attitudes of consumers. With the help of online surveys explored the relationship of Generation Z to the Slovenian cosmetics company Afrodita and the global cosmetics company Nivea. Head for the analysis, which is an additional reason to continue the important development of brands as a special component for creating a marketing web is to create lasting competitive advantages. Brand image plays an important role in the development of cosmetic brands, since the brand is associated with the reputation and the credibility of the company. In this paper, we therefore analyzed and defined the difference between a product and a brand, the development of Slovenian brands compared to foreign brands, the meaning and function of brands in the cosmetics industry. We also defined visible elements of the cosmetic brand Afrodita and Nivea, as well as the characteristics of Generation Z. We have also researched the comparison between the brand image of Afrodita and Nivea among generation Z. The aim of the diploma thesis is to explain the internal meaning of Afrodita and Nivea from the generation Z's point of view. generacija Z blagovna znamka kozmetično podjetje stališča potrošnikov. generation Z brand cosmetics company consumer views. true true false [T. Memon] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-08-26 13:22:09 2022-10-24 12:03:36 2022-10-25 03:10:12 0000-00-00 00:00:00 2022 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626 126801155 UN_Memon_Tiana_2022.pdf UN_Memon_Tiana_2022.pdf 1 E677CF864CB7C61F9318EB59AEB87AC7 3bc61f8f59056bfd648050b3072cce821800c19b7839c16d350bb248d09af7f4 508a10aa-35b1-11ed-942c-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=162841 Ekonomsko-poslovna fakulteta 0 0 0