PERCEPCIJA BLAGOVNE ZNAMKE I FEEL SLOVENIA Z VIDIKA CILJNE SKUPINE ŠTUDENTOV

Kleva, Petra Patricija

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Title:	PERCEPCIJA BLAGOVNE ZNAMKE I FEEL SLOVENIA Z VIDIKA CILJNE SKUPINE ŠTUDENTOV
Authors:	ID Kleva, Petra Patricija (Author) ID Šprajc, Polona (Mentor) More about this mentor...
Files:	VS_Kleva_Petra_Patricija_2014.pdf (7,46 MB) MD5: 8FD44D2A51EB20903BA0E5E1C387B96A
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	Konec prejšnjega stoletja je globalizacija posamezne države pripeljala do tega, da so se začele obnašati tržno. Konkurenca med državami je pripomogla k razvoju in uporabi blagovnih znamk za trženje držav in tako so se oblikovale blagovne znamke držav. Slovenija je že v preteklosti poskusila z uvedbo blagovne znamke na področjih turizma in gospodarstva, leta 2006 pa je prišlo do prvega resnega poskusa oblikovanja celostne blagovne znamke Slovenije. Na podlagi sklepa Vlade Republike Slovenije je Ministrstvo za gospodarstvo pričelo s postopki oblikovanja blagovne znamke, ki bo Slovenijo predstavljala na področjih civilne družbe, države, gospodarstva, športa, turizma, znanosti, kulture in umetnosti. Blagovna znamka Slovenije je bila z vsemi svojimi sestavinami, oblikovana leta 2007. Njena uporaba se je takoj pričela na področju turizma, sledilo pa je njeno uvajanje tudi na drugih področjih. Z diplomskim delom smo poskusili ugotoviti, kako je prišlo do nastanka blagovne znamke Slovenije, ter predstaviti elemente, na katerih blagovna znamka Slovenije sloni. V raziskovalnem delu diplomskega dela smo raziskali percepcijo in poznavanje blagovne znamke Slovenije ter njenih sestavin med ciljno skupino študentov. V ta namen smo, s pomočjo spletne ankete anketirali 100 študentov.
Keywords:	blagovna znamka, trženje, branding, slogan, vrednotenje.
Place of publishing:	Maribor
Year of publishing:	2014
PID:	20.500.12556/DKUM-45439
COBISS.SI-ID:	7331091
NUK URN:	URN:SI:UM:DK:YNRWLZEQ
Publication date in DKUM:	05.09.2014
Views:	3402
Downloads:	427
Metadata:
Categories:	FOV
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Secondary language

Language:	English
Title:	PERCEPTION OFF THE BRAND I FEEL SLOVENIA IN TERMS OF STUDENT TARGET GROUP
Abstract:	By the end of the last century, globalisation caused some countries to market themselves as brands. Competition among countries helped the development and use of country brands which have taken shape over time. In the past, Slovenia had tried to introduce its own brand in the areas of tourism and economy. Year 2006 saw the first serious attempt to create a more holistic brand of Slovenia. Following a decree by the Government of Slovenia, the Ministry for Economy of Slovenia began with the process of creating the trade brand of Slovenia to represent the country in the areas of civil society, state, economy, sport, tourism, science, art and culture. The trade brand of Slovenia and its components was finalised in 2007. The use of the brand began immediately in the area of tourism, followed by introduction to other areas. This paper attempts to establish the origins of the brand Slovenia and introduce its key elements. Our research explored the perception and awareness of the brand and its key elements among the target group of students. We surveyed 100 students using an online survey.
Keywords:	brand, marketing, branding, slogan, valuation.

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