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Title:Prenova blagovne znamke in repozicioniranje podjetja KB1909 : diplomska naloga
Authors:ID Iancig, Francesca (Author)
ID Rek, Mateja (Mentor) More about this mentor... New window
Files:.pdf RAZ_Iancig_Francesca_i2020.pdf (3,13 MB)
MD5: B716A02B9B382C8C494687EFCA11A381
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:FUDS - School of advanced social studies
Abstract:Danes igrajo znamke bistveno vlogo pri zagotavljanju kakovosti, doslednosti in zaupanja do organizacije. Zanje je značilen nek življenjski ciklus, saj znamka ali njene vsebine lahko niso več v skladu z zahtevami trga, izgubijo pomen v očeh ključnih deležnikov, nagovarjajo napačno ciljno skupino in niso v skladu z želenim pozicioniranjem znamke. Pojavi se torej potreba po njihovi prenovi. Pri tem pa ne gre le za izboljšanje imena ali logotipa, temveč za veliko bolj zapleteni proces, ki predvideva preučevanje zgodovine, poslanstva, vizije, vrednot, osebnosti in drugih elementov organizacije. Namen diplomske naloge je proučiti ali lahko prenovljena znamka KB1909 najbolje predstavlja identiteto organizacije. Prav tako smo se osredotočili na analizi dinamik, ki so privedle do prenove. Prvi del diplomske naloge temelji na analizi sekundarnih virov in je namenjen opredeljevanju ključnih pojmov, kot so organizacijsko komuniciranje, znamka, znamčenje in prenova znamke. Za izvedbo empiričnega dela naloge pa smo uporabili strategijo kvalitativne raziskave študije primera. Razdelili smo ga na dve fazi: pridobivanje informacij o podjetju KB1909 z analizo že obstoječih dokumentov ter izvajanje raziskovalnih intervjujev s predstavniki in sodelavci organizacije. Posluževali smo se namenskega vzorčenja in pri izbiri enote predvsem izpostavili informiranost posameznika o preučevani tematiki. Glede na organizacijsko strukturo družbe smo poleg vodstva intervjuvali še tri zunanje izvajalce, predvsem iz področja kreative za pridobitev čim bolj holistične slike primera. Glede na preučeno literaturo in prepletanje z empiričnim delom, lahko povzamemo, da predstavlja za družbo KB1909 proces prenove znamke nek ključni mejnik, ki bo sovpadal z začetkom nove faze. Na tak način bo mogoče pričakovati postopno izboljšanje ugleda znamke v očeh ključnih deležnikov ter ostalimi notranjimi in zunanjimi javnostmi. Prav tako, bo z nadaljnjim raziskovanjem in spremljanjem rezultatov preko procesa vrednotenja možno preveriti ali je identiteta organizacije v skladu z želenim pozicioniranjem in novo identiteto blagovne znamke.
Keywords:znamčenje, prenova, pozicioniranje, deležniki, KB1909, diplomske naloge
Place of publishing:Nova Gorica
Place of performance:Nova Gorica
Publisher:[F. Iancig]
Year of publishing:2020
Year of performance:2020
Number of pages:54 str., [20] str. pril.
PID:20.500.12556/ReVIS-8122 New window
COBISS.SI-ID:56504067 New window
UDC:005
Note:Študijski program Uporabne družbene študije;
Publication date in ReVIS:13.08.2021
Views:1168
Downloads:99
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Secondary language

Language:Slovenian
Abstract:Nowadays, brands play an important role in ensuring quality, consistency, and trust within an organization. They are characterized by a certain life cycle, as the brand or its contents may no longer comply with market requirements, lose relevance in the eyes of key stakeholders, address the wrong target group, or may not be in line with the desired brand positioning. Therefore, it becomes necessary to renew them. Is not just about improving the name or logo, but a much more complex process that involves studying the history, mission, vision, values, personality, and other elements of the organization. The purpose of the thesis is to examine whether the renewed brand KB1909 can best represent the identity of the organization. We also focus on the analysis of the dynamics that led to the renovation. The first part of the thesis is based on the analysis of secondary sources and intends to define key concepts such as organizational communication, brand, branding, and brand renewal. To carry out the empirical part of the thesis, we used a qualitative case study methodology. We divided it into two phases: obtaining information about the company KB1909 by analyzing existing documents, and conducting research interviews with representatives and associates of the organization. Purposive sampling was used and when choosing the unit, we mainly highlighted the individual's knowledge about the studied topic. To obtain the most holistic picture of the case, we interviewed the management and three external contractors from different areas of expertise, principally in the creativity field. Based on the studied literature and the intertwining with empirical work, we can conclude that for KB1909 the process of brand renewal represents a key milestone that will coincide with the beginning of a new phase. With this in mind, a gradual brand reputation improvement in the eyes of key stakeholders, and other internal and external publics, is to be expected. Also, by further researching and monitoring the results through the evaluation process, it will be possible to verify that the identity of the organization is in line with the desired positioning and the new brand identity.


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