Rīgas lidostas (RIX) zīmola maiņa un atpazīstamības veidošana attīstības mērķu sasniegšanai.
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Latvijas Universitāte
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lav
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Maģistra darba “Rīgas lidostas (RIX) zīmola maiņa un atpazīstamības veidošana attīstības mērķu sasniegšanai” mērķis izvērtēt jaunā zīmola un vizuālās identitātes lomu lidostas atpazīstamības stiprināšanā, nacionālo vērtību integrācijā un konkurētspējā. Darbā izvirzīts pētāmais jautājums un 8 uzdevumi. Apvienojot teorētisko bāzi ar kvalitatīvo un kvantitatīvo pētījumu, autore secina, ka zīmola maiņa ir stratēģiski nozīmīga, taču vēl jāstiprina emocionālā saikne ar auditoriju. Darbs sastāv no trīs nodaļām, ietver zīmola maiņas teorētiskos aspektus, konkurentu pieeju Baltijā un empīriskā pētījuma rezultātus, piedāvājot priekšlikumus RIX zīmola attīstībai. Maģistra darba kopējais apjoms (neskaitot literatūras sarakstu un pielikumus) ir 100 lapaspuses. Darbā ir iekļauti 25 attēli, 6 tabulas un 8 pielikumi. Izmantoto literatūras un avotu skaits ir 166. Atslēgas vārdi: Zīmols, zīmola maiņa, zīmola atpazīstamība, zīmolvedība, aviācijas nozare, nacionālais zīmols, “RIX Rīgas lidosta”.
The aim of the Master's thesis "Rebranding and raising the profile of Riga airport (RIX) to achieve development targets" is to evaluate the role of the new brand and visual identity in strengthening the airport’s recognition, integrating national values, and enhancing its competitiveness. The thesis formulates a research question and sets out eight tasks. By combining theoretical foundations with qualitative and quantitative research, the author concludes that the rebranding is a strategically significant step, though the emotional connection with the audience still needs to be reinforced. The thesis consists of three chapters, covering theoretical aspects of rebranding, a comparative analysis of competitors in the Baltic region, and an assessment of empirical research results, offering proposals for the development of the RIX brand. The total length of the thesis (excluding the list of references and appendices) is 100 pages. It includes 25 figures, 6 tables, and 8 appendices. The number of sources and references used is 166. Keywords: Brand, rebranding, brand awareness, branding, aviation industry, national brand, “RIX Riga Airport”.
The aim of the Master's thesis "Rebranding and raising the profile of Riga airport (RIX) to achieve development targets" is to evaluate the role of the new brand and visual identity in strengthening the airport’s recognition, integrating national values, and enhancing its competitiveness. The thesis formulates a research question and sets out eight tasks. By combining theoretical foundations with qualitative and quantitative research, the author concludes that the rebranding is a strategically significant step, though the emotional connection with the audience still needs to be reinforced. The thesis consists of three chapters, covering theoretical aspects of rebranding, a comparative analysis of competitors in the Baltic region, and an assessment of empirical research results, offering proposals for the development of the RIX brand. The total length of the thesis (excluding the list of references and appendices) is 100 pages. It includes 25 figures, 6 tables, and 8 appendices. The number of sources and references used is 166. Keywords: Brand, rebranding, brand awareness, branding, aviation industry, national brand, “RIX Riga Airport”.