Original title: The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Translated title: The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Authors: Marmo, Mattia ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Document type: Master’s theses
Year: 2017
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: [eng] [cze]

Keywords: automobilový průmysl; dědictví značky; hodnota značky; image značky; Kapfererův hranol; portfolio značky; povědomí o značce; segmentace trhu; vnímání zákazníků; vyrobeno v Itálii; značka; 'made in Italy'; Automotive market; Brand; Brand awareness; Brand equity; Brand heritage; Brand image; Brand portfolio; Customer perception; Kapferer prism; Market segmentation

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/69137

Permalink: http://www.nusl.cz/ntk/nusl-361445


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses
 Record created 2017-08-02, last modified 2022-03-04


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