20.500.12556/RUL-127664 Revitalizacija blagovne znamke in podporne vizualne identitete Revitalization of a brand and it's supporting visual identity Diplomsko delo je usmerjeno v odkrivanje najustreznejšega pristopa k oblikovanju strategije blagovne znamke. Za osnovo raziskave bo uporabljen pristop CBIM (angl. Corporate Brand Identity Matrix oziroma matrika identitete blagovne znamke). Ustreznost pristopa bo uporabljena na primeru revitalizacije blagovne znamke prostora za sodelo Pisarna. Uporabnost ustvarjene strategije pa bo preverjena z izdelavo osvežene vizualne identitete Pisarne. V teoretičnem delu diplomskega dela bodo opredeljeni osnovni pojmi znamčenja in revitalizacije, sledi predstavitev CBIM pristopa in preučevanje procesa s pomočjo ustrezne literature navezujoče se na stroko. Pojasnjen bo postopek osvežitve vizualne identitete in način ovrednotenja ustreznosti CBIM pristopa. V eksperimentalnem delu bodo opisane tehnike in metode, ki pomagajo k ustrezni analizi raziskovane organizacije in njenega okolja, kar omogoča pridobitev podatkov, ki so potrebni za oblikovanje kvalitetne strategije znamke. Podano bo sosledje faz oblikovanja vizualne identitete znamke. V rezultatih bodo predstavljene ugotovitve opravljene raziskave, ki bodo temelj za izdelavo blagovne znamke Pisarna. Podana bo tudi analiza vizualne identitete, ki jo je Pisarna uporabljala do spremembe. Vse navedeno bo podprto z utemeljitvami in slikovnim gradivom. V zaključku bo skozi razpravo predstavljeno mnenje o ustreznosti CBIM pristopa in prikazani nadaljnji koraki za revitalizirano blagovno znamko Pisarna. The diploma thesis focuses on uncovering the most sensible approach towards designing a brand strategy. The CBIM (Corporate Brand Identity Matrix) approach will be used as a base of the research. Its suitability is tested by applying it to brand revitalization of a co-working space called Pisarna. The thesis then assesses the produced strategy’s usability by designing a refreshed visual identity for the place. The theoretical part firstly defines the basic concepts of branding and revitalization. It then introduces the CBIM approach and, with the help of corresponding literature from the field, inspect it’s process. It also explains how to develop a visual identity and gives the research approach to evaluate the CBIM approach’s suitability. The experimental part describes techniques and methods that accurately analyze an organization that is being researched and its corresponding background. These then produce the data necessary for designing a successful brand strategy. The work also details the phases of designing a visual identity and outlines their order. The results include verdicts of the carried out research and are then used to lay the foundations of Pisarna’s brand. Incorporated is also an analysis of Pisarna’s visual identity before the changes. Everything mentioned will be supported with visuals and their reasoning. The conclusion includes an opinion on the CBIM approaches suitability and showcases a plan of the next steps in Pisarna’s corporate brand revitalization. blagovna znamka CBIM celostna grafična podoba prostor za sodelo strategija brand strategy CBIM corporate brand coworking space visual identity true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-06-18 09:00:43 2021-06-18 09:00:45 2022-09-06 03:52:30 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 78410 6792.pdf 6792.pdf 1 6E4EF227468BFD93C10B181D48F26A1C 5e4b938e03e7d19b3d854409c3a06099fe78e0df473624ece02526d704755232 ce3db67f-d002-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=144138 Naravoslovnotehniška fakulteta 0 0 0