National Repository of Grey Literature 577 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
Change in the clientele of Lázně Priessnitz during the First Republic
Hlaváčková, Tereza ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
This bachelor thesis investigates the effect of promotion on the clientele change of the Priessnitz Spa in Jeseník. The thesis takes into account the origins of the spa and its history and focuses specifically on the First Republic period. It analyses the brand and promotional activities used by the spa. The introductory section presents the theoretical concepts that are the foundations to the practical application discussed in the latter part of the thesis. Based on these foundations, an analysis of the communication and promotional materials published and used during the First Republic period is presented. Subsequently, the theoretical segment introduces the historical context, providing an overview of the events of 1914 to approximately 1919, including the economic, social and political dynamic in newly formed Czechoslovakia. This is followed by an overview of the history of the spa industry and a list of competing spa establishments in Czechoslovakia, more specifically in the border region of Silesia. The promotional materials used are presented. The thesis then focuses on Priessnitz Spa itself, analysing the brand, communication and promotional activities and clientele. On the basis of providing a temporal context and a content analysis of historical materials, it is examined how the spa's...
Best Practices of strategic communication of czech companies with focus on websites and brand communication
Jančarová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis deals with strategic communication of czech companies and their brands on websites and with formulation of best practices for this field of strategic communication. In the Czech Republic, there is a lack of research covering this issue as well as best practices principles for communication of companies on the web. This thesis aims to: create an aggregate of theoretical knowledge about the selected topic of strategic communication; describe how czech companies communicate of their websites; and form best practices for strategic communication of companies and brands on websites. The theoretical section is focused on defining and describing key concepts and creating a base of knowledge for the research. In the methodological section the research questions are set and research methods are characterized - content analysis and interviews with experts in the field. A Model of Thematic Spheres was created for the quantitative content analysis. The hypothesis anticipates that an overall majority of selected companies does not communicate it's goals, visions or missions on websites. The results show that the overall majority of companies does not communicate the strategic communication elements which confirms the hypothesis. It has also been found that there are recurrent topics in the...
Proces získání značky kvality a její význam pro neziskovou organizaci
PĚNKAVOVÁ, Veronika
This bachelor thesis focuses on the quality mark Verified Public Benefit Organization (also known as the Reliability Mark), specifically its acquisition process, the significance of the mark, and its position in the market. The Reliability Mark is a prestigious award for nonprofit organizations, as it thoroughly examines them and guarantees to society that they are trustworthy, reliable, fulfill their mission properly and effectively manage entrusted financial resources. This mark is managed by the Association of Public Benefit Organizations of the Czech Republic. The thesis is divided into theoretical and practical parts. The theoretical part is presented in the form of a literature review using books and internet sources. Data collection necessary for the practical part was conducted through questionnaire surveys involving respondents who are both holders of the mark and potential or regular donors from the general public. Furthermore, a qualitative semi-structured interview was conducted with one of the co-founders of Temperi o.p.s., a non-profit organization which receives significant attention in this bachelor thesis. Lastly, a SWOT analysis was created. Through induction and deduction, a final conc lusion was reached - specifically an evaluation of the current state of the mark and proposed changes. The findings indicate that obtaining the Reliability Mark is financially, and administratively time-consuming; therefore, only non-profit organizations operating at a professional level can acquire it. This mark holds prestige for non-profit organizations as recognition for their high-quality work rather than solely attracting donors. Additionally, it was found that awareness about this reliability mark among the general public is insufficient, which poses so mewhat problematic, since it has potential to serve as an excellent tool for donors when se lecting supported non-profit organizations.
Market position of a private label
RACKOVÁ, Pavlína
The thesis focuses on the selection of appropriate communication tools to enhance consumer awareness of Lidl's own brands. The thesis describes the retail industry and the brand as such and then focuses on own brands. The aim of the thesis is to find out how consumers perceive the Lidl retail chain's own brands and, based on the data obtained, to propose recommendations for increasing knowledge of the Lidl retail chain's own brands. Own brands, in a figurative sense, represent the ownership of the retailers themselves or the retailers that consumers should encounter on the sales floor of these retailers.
Sales promotion in focus on ON Trade marketing
Kostková, Karolína ; Krátký, Stanislav (referee) ; Mráček, Pavel (advisor)
The bachelor’s thesis covers an analysis of the individual marketing activities of Plzeňský Prazdroj, a.s. with a focus on the Birell brand on ON Trade market. There are defined four parts in the bachelor’s thesis. The first part deals with the theory where there are the basics of marketing, brand and point-of-sale communication defined. The second part defines Plzeňský Prazdroj company, Birell brand and its competition. The third part describes and analyses the individual activities in the market and their evaluation. The fourth part describes plan of activities for the next year.
Proposal for Strategic Brand Development Activities
Tvarožková, Klára ; Havíř, David (referee) ; Zich, Robert (advisor)
This thesis focuses on proposals for strategic brand development activities of a Brnobased startup operating in the global market of elemental analysis. The thesis will present theoretical background focusing on the areas of brand, business model, market, competitors and customers. The analytical part examines the current market situation, the competitors' approach to brand development and the existing brand of the startup itself. The proposal part of this thesis creates a possible model for brand development along with suggestions for implementation and increased awareness.
Proposal to improve the marketing mix of the company
Švestka, Yadviga ; Kaňovská, Lucie (referee) ; Havíř, David (advisor)
The submitted thesis provides recommendations for improving the marketing mix of the company based on the current evaluation of the company and a comparison with its competitors in the cosmetics industry. The thesis is divided into three parts. The theoretical part defines the analyses and methods for creating the analytical part and defines the necessary concepts for the issues addressed in the thesis. The second part of the thesis is the analytical part, which aims to identify competitors in the natural cosmetics industry, evaluate the current situation of cosmetic companies by creating a Ko Floor analysis, conduct an analysis of the internal and external environment of the company, manage the current marketing mix, and identify possible steps for the development of the chosen company through a SWOT analysis. The last part of the thesis is the creation of recommendations for the development of the chosen company based on the knowledge gained from the previous parts.
Proposal for Brand Development Framework for Small Company
Válka, David ; Milichovský, František (referee) ; Zich, Robert (advisor)
Tato bakalářská práce je zaměřena na rozvoj značky pro Pana Jaromíra Zeisela, který poskytuje služby v oblasti rekonstrukcí a výstavby domů pod současnou značkou RDI. Pan Zeisel působí jako živnostník od konce roku 2022 a jeho primárním zaměřením jsou renovace osobních domů. V teoretické části budou probrány důležité pojmy v oblasti brandingu a také role značky v rekonstrukcích/stavbách. Analytická část práce se zaměřila na značku samotnou a na posouzení její vizuální identity. Externí analýza se zabývá brandingem konkurenčních renovačních podniků a porovnává identitu jejich značky a komunikaci. Návrh rozvoje značky byl vytvořen na základě informací shromážděných v analytické části a bude obsahovat návrh vizuálního vylepšení a návrh definice rámce značky.
Intraspecific communication in rodents with a special focus on the model genus Rattus
Rychtecká, Eliška ; Rudolfová, Veronika (advisor) ; Vojtěchová, Iveta (referee)
The genus Rattus includes several dozen species. Among the most significant that I am focusing on in this work are the Norway rat (Rattus norvegicus), the black rat (Rattus rattus) and the Polynesian rat (Rattus exulans). Representatives of these species are social animals inhabiting different enviroments, whether they are tree canopies or burrow systems. Intraspecific communication of rodents is very diverse, specifically in the genus Rattus. According to the types of signals, intraspecific communication can be divided into acoustic, visual, tactile or chemical. We can distinguish multimodal communication as a special chapter, where signals from different modalities occur together, interwine or are gradually added to each other. Individual species of the genus Rattus can differ in the form of signals. Furthermore these signals also differ between individual sexes so we could set apart communication between males and females during mating. Key words: rodents, norway rat, black rat, communication, signal, vocalization, posture, marking
Proposal for Strategic Brand Development Activities
Gášpárová, Kristýna ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
The thesis focuses on the development of the Czech Republic Army as a brand and the strengthening of its reputation. Within the scope of the thesis, the foundations for the successful development of a theoretical framework suitable for building the brand of non-commercial organizations will be defined. The analytical part will be dedicated to the approaches to branding of the Czech Republic Army and other selected foreign armies. Attention will also be paid to other relevant areas that have an impact on brand perception. Based on the analyses conducted, proposals will be developed to enhance the perception of the Czech Republic Army as a modern, innovative, and reliable organization that is also an attractive employer.

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