Preznamčenje organizacije na primeru Olimpijskega komiteja Slovenije - Združenja športnih zvez

magistrsko delo

Katja Koželj (Author), Miro Kline (Mentor)

Abstract

Spreminjajoče tržne razmere in nenehne okoljske spremembe lahko povzročijo neskladja med dolgoročnim poslanstvom in vizijo znamk ter tako posledično povzročijo potrebo po preznamčenju. Podjetja se pri tem odločajo za večje ali manjše spremembe imena, loga, slogana ali drugih elementov, ki gredo lahko v smer sprememb pozicioniranja ali v smer estetskih sprememb. Preznamčenje je ravno zato zelo tvegan proces, ki ga je treba dobro premisliti, saj lahko neuspešna izvedba pripelje do izgube tržnega deleža, izgube zaupanja deležnikov ali celo pogube znamke. Pri preznamčenju je prvi korak identifikacija razlogov za preznamčenje, ki mu sledijo postavitev merljivih ciljev, izbira primerne strategije preznamčenja ter natančen načrt prenove s poudarkom na poglobljenem analitičnem pristopu in ustreznem komuniciranju. Tako preznamčenje lahko pozitivno vpliva na poslovni uspeh in tržno vrednost podjetja, kot tudi njegovo prepoznavnost. Študija primera preznamčenja znamke Olimpijskega komiteja Slovenije – Združenja športnih zvez na strukturiran način prikaže spremembo vizualne identitete, ki se glede na postavljene cilje izkaže kot uspešen primer dobre prakse.

Keywords

znamčenje;preznamčenje;Olimpijski komite Slovenije;Olympic Committee of Slovenia;Tržno komuniciranje;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[K. Koželj Harej]
UDC:	339.13(043.3)
COBISS:	35982173
Views:	656
Downloads:	235
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	A case study of corporate rebranding: Olympic Committee of Slovenia - Association of Sports Federations
Secondary abstract:	Changing market conditions and ongoing changes within business environment can lead to inconsistencies between the brand's long-term mission and the brand's vision. Consequently, they cause the need for rebranding which translates in corporations deciding on major or minor changes to the name, logo, slogan or other elements in order to change market positioning or to make only aesthetic changes. Rebranding is a very risky process, which needs to be well-considered as unsuccessful implementation can lead to a loss of market share, a loss of stakeholder confidence, or even a loss of a brand. The first step of the rebranding process is therefore to identify the reasons for the rebranding, followed by the establishment of measurable goals, the choice of a suitable rebranding strategy, and the precise plan of renovation with an emphasis on an in-depth analytical approach and proper communication. This kind of rebranding can have a positive impact on the success of the business and market value of the company, as well as its visibility. A case study of rebranding of the Olympic Committee of Slovenia - Association of Sports Federations shows in a structured way a visual identity change. It proves to be a successful example of good practice in terms of the achievement of its goals.
Secondary keywords:	Marketing communication;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	90 str.
ID:	10977459