Gulbenes un Madonas pašvaldību zīmola maiņas un iedzīvotāju attieksmes analīze.
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Date
2023
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba tēma “Gulbenes un Madonas pašvaldību zīmola maiņas un iedzīvotāju attieksmes analīze”. Bakalaura darbā autore, izpētot dažādu literatūru, skaidro zīmola būtību, tā attīstību, veidošanos, zīmolvedības attīstību pasaulē un Latvijā. Tiek izpētīta zīmola nepieciešamība pašvaldībās, kā arī pašvaldību komunikācija ar sabiedrību. Darbā tiek izpētīta Gulbenes novada pašvaldība un Madonas novada pašvaldība, to komunikācija ar sabiedrību, zīmola atpazīstamības veidošana. Zīmols ir svarīgs komunikācijas instruments pašvaldību darbā, lai veicinātu komunikācijas uzlabošanu gan iekšēji, gan ārēji. Ar vizuālās identitātes palīdzību ir iespējams nostiprināt pašvaldības tēlu, konkurētspēju starp citām pašvaldībām. Darba autore veica pētījumu par Gulbenes un Madonas novada pašvaldību zīmoliem, ņemot vērā, ka šīm pašvaldībām tie ir izveidoti jauni, nesenā laika posmā. Svarīgi bija noskaidrot arī iedzīvotāju viedokli, kā no viņu puses izskatās jaunizveidotie zīmoli, vai tie ir izveidoti precīzi un atbilstoši novadam. Kā arī svarīgi noskaidrot, kā iedzīvotāji vērtē pašvaldības komunikāciju un iedzīvotāju iesaistīšanu lēmumu pieņemšanā. Veicot pētījumu, kurā tika noskaidroti iedzīvotāju viedokļi, atklājās, ka iedzīvotāji domā, ka zīmols ir nepieciešams, lai tas radītu atpazīstamību, kā arī tas palīdz atšķirties no citiem novadiem, tāpēc, jo īpaši svarīgi ir iesaistīt iedzīvotājus šādos procesos, jo arī iedzīvotāji ir tie, kas veido tēlu, ja iedzīvotāji nebūs apmierināti ar savu novada tēlu, šajā gadījumā, zīmolu, tad viņi necentīsies sava novada labā. Pēc pētījuma veikšanas darba autore secināja, ka zīmols ir svarīgs komunikācijas instruments un tā izveide ir nopietns process. Ar tā palīdzību ir iespējams uzlabot gan iekšējo, gan ārējo komunikāciju. Darba autore izstrādāja priekšlikumus, par pašvaldību iedzīvotāju iesaistīšanu lēmumu pieņemšanā, veidojot jaunu zīmolu, pašvaldībai ir nepieciešams izprast savus iedzīvotājus, tāpēc ļoti svarīga ir iepriekšēja situācijas izpēte un viedokļu noskaidrošana par to, kādu iedzīvotāji vēlas redzēt savu novadu, ar ko tie vēlas atšķirties. Pašvaldībām vajadzētu nodrošināt arī izglītojošus kursus iedzīvotājiem, lai tie saprastu, kāpēc novadam ir nepieciešams savs zīmols. Darbs sastāv no ievada, 6 nodaļām, 11 apakšnodaļām, 9 secinājumiem, 26 izmantoto informācijas avotu saraksta un 2 pielikumiem. Darbā ir 22 attēli.
Bachelor thesis topic: "Analysis of rebranding and public attitude of Gulbene and Madona municipalities." In the thesis, the author, after researching various literature, explains the essence of branding, its development, formation, and the development of branding in the world and Latvia. The need for branding in municipalities is also examined, as well as municipal communication with the public. The thesis explores the Gulbene and Madona municipalities, their communication with the public, and the development of brand recognition. Branding is an important communication tool in municipal work, to promote communication improvement both internally and externally. Using visual identity, it is possible to strengthen the image of the municipality and its competitiveness among other municipalities. The author conducted a study on the branding of Gulbene and Madona municipalities, taking into account that these municipalities have recently established their brands. It was important to determine the opinion of residents on how the new brands appear from their perspective, whether they are created accurately and appropriately for the municipality. It was also important to find out how residents evaluate municipal communication and citizen involvement in decision-making. After conducting a study that identified residents' opinions, it was found that residents believe that branding is necessary to create recognition and help differentiate from other municipalities. Therefore, it is particularly important to involve residents in these processes, as they are the ones who shape the image. If residents are not satisfied with their municipality's image, in this case, the brand, then they will not strive for the benefit of their municipality. The author concludes that branding is an important communication tool and its creation is a serious process. It is possible to improve both internal and external communication with branding. The author developed proposals for involving residents in decision-making processes and creating a new brand. Municipalities need to understand their residents, so prior research and clarification of opinions on what residents want to see in their municipality and what they want to differentiate from is essential. Municipalities should also provide educational courses for residents to understand why their municipality needs its own brand. The thesis consists of an introduction, 6 chapters, 11 subchapters, 9 conclusions, a list of 25 information sources used, and 2 appendices. The thesis contains 22 images.
Bachelor thesis topic: "Analysis of rebranding and public attitude of Gulbene and Madona municipalities." In the thesis, the author, after researching various literature, explains the essence of branding, its development, formation, and the development of branding in the world and Latvia. The need for branding in municipalities is also examined, as well as municipal communication with the public. The thesis explores the Gulbene and Madona municipalities, their communication with the public, and the development of brand recognition. Branding is an important communication tool in municipal work, to promote communication improvement both internally and externally. Using visual identity, it is possible to strengthen the image of the municipality and its competitiveness among other municipalities. The author conducted a study on the branding of Gulbene and Madona municipalities, taking into account that these municipalities have recently established their brands. It was important to determine the opinion of residents on how the new brands appear from their perspective, whether they are created accurately and appropriately for the municipality. It was also important to find out how residents evaluate municipal communication and citizen involvement in decision-making. After conducting a study that identified residents' opinions, it was found that residents believe that branding is necessary to create recognition and help differentiate from other municipalities. Therefore, it is particularly important to involve residents in these processes, as they are the ones who shape the image. If residents are not satisfied with their municipality's image, in this case, the brand, then they will not strive for the benefit of their municipality. The author concludes that branding is an important communication tool and its creation is a serious process. It is possible to improve both internal and external communication with branding. The author developed proposals for involving residents in decision-making processes and creating a new brand. Municipalities need to understand their residents, so prior research and clarification of opinions on what residents want to see in their municipality and what they want to differentiate from is essential. Municipalities should also provide educational courses for residents to understand why their municipality needs its own brand. The thesis consists of an introduction, 6 chapters, 11 subchapters, 9 conclusions, a list of 25 information sources used, and 2 appendices. The thesis contains 22 images.
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Sabiedriskās attiecības; zīmols; zīmolvedība; pašvaldība; komunikācija; vizuālā identitāte, Public Relations; brand; branding; municipality; communication; visual identity