magistrsko delo
Nada Stegnjaić (Author), Tina Tomažič (Mentor)

Abstract

Osrednja tema magistrskega dela je interno komuniciranje v času spremembe blagovne znamke. V prvem delu se dotaknemo teoretičnih izhodišč korporativnega in internega komuniciranja, vlogi blagovne znamke v organizaciji, s pomočjo katerih bi omogočili bolje razumevanje procesov spremembe blagovne znamke in vpliva na interno javnost. Skozi študijo primera spremembe blagovne znamke podjetja A1 Slovenija, d. d. spoznamo komunikacijske faze projekta, interno kampanjo ter pregled internih aktivnosti pred in po spremembi blagovne znamke. V zaključku naloge predstavimo ugotovitve rezultatov merjenja klime, kako je sprememba blagovne znamke vplivala na interno javnost v podjetju A1 Slovenija, d. d.

Keywords

korporativn komuniciranje;interno komuniciranje;interna javnost;blagovne znamke;magistrske naloge;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher: [N. Stegnjaić]
UDC: 316.772.4:659.122(043.2)
COBISS: 21873942 Link will open in a new window
Views: 894
Downloads: 29
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Other data

Secondary language: English
Secondary title: Internal communication in time of rebranding - case study A1 Slovenija, d. d.
Secondary abstract: The central topic of my Master’s Thesis is internal communication during rebranding. In the first part I review theoretical foundations of corporate and internal communications, and the role of the brand in an organization, which provide better understanding of rebranding processes and their impact on the internal public. Through the case study of rebranding of A1 Slovenija, d. d., I introduce the communication phases of the project, the internal campaign and a review of the internal activities before and after the rebranding. In the conclusion of the thesis I present the results and the findings of the measurements of internal climate, and how the rebranding affected the internal public at A1 Slovenija, d. d.
Secondary keywords: corporate communication;internal communication;internal public;internal climate;brand;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Embargo end date (OpenAIRE): 2021-10-01
Thesis comment: Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages: VII, 73 f.
ID: 10978090