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Namen diplomskega dela je prenova blagovne znamke Action Coach v novo znamko Growth Idea. Prenova je zahtevala novo ime podjetja in logotip, posledično tudi novo spletno stran, vizitko, dopisni list in nov promocijski video. V teoretičnem delu je predstavljen proces prenove blagovne znamke, našteti so razlogi in vrste. Prav tako je predstavljen proces snemanja in produkcije promocijskega videa, ki se uporablja za namen promocije podjetja na spletnem mestu YouTube. Razloženi so koraki snemanja, opisana je potrebna oprema in predstavljeni so programi, s pomočjo katerih je omogočena realizacija. Podrobneje je opisana platforma YouTube, ki se uporablja za distribucijo posnetkov. V eksperimentalnem delu naloge je opisan proces prenove blagovne znamke, priloženi so tudi končni izdelki. Z novim izgledom blagovne znamke so bili nadgrajeni tudi videi na YouTube kanalu podjetja, kar je pripomoglo k večji prepoznavnosti podjetja. S pomočjo opcije analize kanala na spletnem mestu YouTube je bila narejena raziskava, kjer smo izvedeli, da je bila nadgradnja promocijskih videov več kot uspešna. Spremljali smo število ogledov, naročnikov, všečkov in komentarjev. K izboljšavi sta pripomogla tudi uvodna in zaključna špica, ki sta bili dodani videom. Rezultati analize so predstavljeni v preglednici, kjer je razvidno, da je prenova blagovne znamke in nadgradnja promocije videov dosegla pričakovanja. The purpose of the diploma work was to renovate the Action Coach brand into the new Growth Idea brand. The rebranding required a new company name and logo, a new website, business card, letterhead, and a new promotional video. In the theoretical part, the process of rebranding was presented, listed were reasons and types of rebranding. Presented was also the process of recording and producing a promotional video, that was used for the purpose of promoting a company on YouTube. The steps of recording are explained, the necessary equipment is described and the programs that helped with realization are presented. The YouTube platform used to distribute the footage is described in more detail. Using the channel analysis option on YouTube, a report was done where we learned that the upgrade of promotional videos was more than successful. We tracked the number of views, subscribers, likes and comments. The intro and outro, which were added to the video, also contributed to the improvement. The results of the analysis are presented in a table, where it can be seen that the rebranding and the upgrade of the video promotion met expectations. |
