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Title:Vloga logotipa v procesu identifikacije s tržno znamko
Authors:Jež, Asja (Author)
Duh, Matjaž (Mentor) More about this mentor... New window
Udir Mišič, Katja (Co-mentor)
Files:.pdf UN_Jez_Asja_2017.pdf (1,39 MB)
 
Language:Slovenian
Work type:Bachelor thesis/paper (mb11)
Organization:FERI - Faculty of Electrical Engineering and Computer Science
Abstract:V diplomskem delu smo z deskriptivno metodo teoretično preučili kaj je tržna znamka, kateri so njeni sestavni deli, kaj je logotip, kaj je identiteta tržne znamke in identifikacija potrošnika s tržno znamko, kakšen je proces identifikacije potrošnika z njo in kakšna je vloga logotipa v tem procesu. Izbrali smo 5 logotipov vodilnih tržnih znamk na področju športa, na podlagi katerih smo sestavili anketo s trditvami, ki so jih anketiranci ocenjevali z Likertovo lestvico strinjanja oziroma nestrinjanja s stopnjami 1–5. Z analizo podatkov smo v empričnem delu ugotavljali, ali se anketiranci identificirajo z logotipom izbrane tržne znamke ter kakšen je vpliv identifikacije z zaznano funkcionalno, čustveno in estetsko dimenzijo logotipa. Ugotovili smo, da je vloga logotipa v okviru tržne znamke ključnega pomena, saj vpliva na njeno interpretacijo in veča njeno prepoznavnost. Proces identifikacije potrošnika s tržnimi znamkami je psihološki proces, ki se zgodi kadar je (željena) samopodoba potrošnika skladna s podobo tržne znamke. Glede na pridobljene podatke izmed treh dimenzij zaznavanja logotipa tržne znamke (funkcionalne, čustvene in estetske) izstopa estetska vrednost logotipa tržne znamke.Ugotovili smo, da je vloga logotipa v okviru tržne znamke ključnega pomena, saj veča njeno prepoznavnost in vpliva na interpretacijo tržne znamke. Proces identifikacije potrošnika s tržnimi znamkami je psihološki proces, ki se zgodi kadar je (željena) samopodoba potrošnika skladna s podobo tržne znamke. Glede na pridobljene podatke pa izmed treh dimenzij (funkcionalna, čustvena in estetska vrednost) zaznavanja logotipa tržne znamke izstopa estetska vrednost logotipa tržne znamke.
Keywords:logotip, tržna znamka, proces identifikacije
Year of publishing:2017
Source:Maribor
License:CC BY-SA 4.0
This work is available under this license: Creative Commons Attribution Share Alike 4.0 International
Views:77
Downloads:0
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Categories:KTFMB - FERI
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Secondary language

Language:English
Title:The role of logotype in the process of identification with brand
Abstract:The thesis consists of determining the meaning of a brand in theory, defining its elemental parts, explaining logo, what is the process of identification with a brand and what is the role of the logo within the process of identification with the brand with descriptive method. We selected 5 logos of the leading brands on global market in the field of sport, on the basis of which we constructed the survey using Likert scale with numbers from 1–5, where respondents decided whether they agree or disagree with our claims. With the analysis of the data we have gathered in empirical part of the thesis, we investigated whether the respondents identify with the selected logotypes of sport brands and what is the impact of identification with a perceived functional, emotional and aesthetic dimensions of the logo. We found that the role of the logo in the context of the market brands is of crucial importance, because it is increasing its visibility and impacts the interpretation of the market brands. The process of identification of the consumer with a brand is the psychological process that happens when self-image of the consumer is consistent with the percieved image of the brand. According to the data we collected, aestethic value of logo stands out among the three dimensions (functional, emotional and aestethic value) of percieved value of brand logo.
Keywords:logotype, brand, process of identification


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