Poznavanje in poistovetenje z identiteto znamke I feel Slovenia

Malovrh, Metka; Konečnik Ruzzier, Maja

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Title:	Poznavanje in poistovetenje z identiteto znamke I feel Slovenia
Authors:	ID Malovrh, Metka (Author) ID Konečnik Ruzzier, Maja (Author)
Files:	http://www.dlib.si/details/URN:NBN:SI:DOC-WALMCRWU
Language:	Slovenian
Work type:	Not categorized
Typology:	1.01 - Original Scientific Article
Organization:	EPF - Faculty of Business and Economics
Abstract:	Moč znamk držav je vidna predvsem v njihovem sprejetju v očeh ciljnih javnosti, medtem ko se v ozadju močnih znamk skrivajo jasne strategije, oblikovane in vodene s pomočjo notranjih interesnih skupin države. Pri procesu oblikovanja znamke I feel Slovenia, katere uradno rojstvo beležimo ob koncu leta 2007, so bila mnenja notranjih skupin upoštevana, znamka pa je v slovenski javnosti hitro dosegla visoko prepoznavnost. Dobro poznavanje in naklonjenost znamki sta predvsem posledica njenih vizualnih elementov (slogana in logotipa). Rezultati v članku predstavljenih kvalitativnih študij, izvedenih sredi leta 2009, nakazujejo na dejstva, da identitetne značilnosti pozna le strokovna javnost (v našem primeru izvajalci znamke na ključnih področjih države oz. t. i. mnenjski voditelji), ne pa tudi prebivalci Slovenije. Prav tako pa rezultati nakazujejo, da bi se lahko z njeno vsebino poistovetili tudi prebivalci Slovenije, če bi jim bila vsebina primerno posredovana.
Keywords:	blagovne znamke, država, Slovenija, identiteta
Publisher:	Društvo ekonomistov Maribor
Year of publishing:	2011
Number of pages:	str. 47-54
Numbering:	Letn. 57, št. 1/2
PID:	20.500.12556/DKUM-52263
UDC:	159.953.35:347.772(497.4)
ISSN on article:	0547-3101
COBISS.SI-ID:	10578460
NUK URN:	URN:SI:UM:DK:Q3TW3F4B
Publication date in DKUM:	10.07.2015
Views:	993
Downloads:	63
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Categories:	Misc.
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Record is a part of a journal

Title:	Naše gospodarstvo : revija za aktualna gospodarska vprašanja
Shortened title:	Naše gospod.
Publisher:	Ekonomsko-poslovna fakulteta, Društvo ekonomistov Maribor, Ekonomski center Maribor
ISSN:	0547-3101
COBISS.SI-ID:	751364

Secondary language

Language:	English
Title:	Familiarity and identification with the brand I feel Slovenia
Abstract:	Strong country brands are those that are well perceived by their target groups. However, strong brands are based on clear strategies, which are developed and managed by internal stakeholders of the country. The brand I feel Slovenia was born at the end of 2007. In the process of brand development, the views of internal stakeholders were considered. The brand is well recognized and perceived among the Slovenian public. Familiarity with the brand is due primarily to its visual elements (logo and slogan). In the article we present the results of two qualitative studies which suggest that identity elements are known only to the professional public (in our case brand implementers or opinion leaders in key areas of the country), but not to the people of Slovenia. In addition, the results suggest that Slovenians could identify themselves with the brand identity if they would have been introduced to the appropriate content.

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This document is a part of these collections:

Naše gospodarstvo

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