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Communication strategy of the brand ODIVI
Šebková, Natálie ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis "Communication strategy of the brand ODIVI" analyses marketing-orientated communication of this well-known brand, which was founded by Czech fashion designer Iva Burkertová. In the first section, the thesis deals with the concept of fashion in a social and historical context, focuses on its properties and describes the fashion market and its structure. The second section describes fashion marketing and the main theoretical concepts associated with it. The third chapter focuses on the brand description and determines its origin, the main collections, vision and mission, positioning, it also characterizes the main target group, defines brand competitors etc. The next section analyses the current marketing mix of the brand. The research section is based on the content analysis, which qualitatively describes selected communication tools of the brand ODIVI and focuses on their main positive and negative aspects. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats. Lastly, the thesis presents results of primary research conducted through the content analysis, responds to the predetermined hypothetical questions and proposes concrete recommendations to improve the communication strategy for the future.
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Brand Audit as a tool for identifying brand's current position in the market with an example of the brand Alpine Pro
Renčová, Michaela ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis Brand Audit as a tool for identifying a brand's current position in the market with an example of the brand Alpine Pro analyses positioning of a brand in the market in the process of strategic brand management. In the first part of the bachelor thesis important terms that refer to brands and branding are defined. The description of each step in the process of strategic brand management and the tools, which are used for evaluating the position of the brand in the market, follow. One of these tools is called the Brand Audit, which consists of two parts: Brand exploratory and Brand inventory. In the second part of the bachelor thesis the Brand Audit of the brand Alpine Pro is conducted. First, the history of the brand, the target group and the situation in the Czech market of outdoor clothing is described. Then the analysis of four Ps and brand elements follows. The Czech brand Alpine Pro is a distinct brand in the Czech market, due to its cooperation with the Czech Olympic Committee. The Porter analysis of Czech market with outdoor clothing follows. The bachelor thesis includes own quantitative and qualitative research, whose results will serve as a basis for creation of the Brand resonance model of the brand Alpine Pro. In the conclusion of the bachelor thesis strategic and...
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Children in magazines for parents in 2013
Fišer, Ondřej ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The main aim of the diploma thesis is to describe the way that magazines for parents communicate with their readers and to identify the role of the representation of children. A selection of articles representing both commercial and noncommercial communication is analyzed using the method of semiotic analysis. The introductory part of the thesis, briefly presenting the history of media research, is followed by a section describing the way that motherhood and the status of a child has been perceived throughout history, with special attention to the influence of Christianity. Following chapters focus on the changes of the social role of women that enabled the rise of women's periodicals, both in the USA, Europe and also in the Czech lands. The part dedicated to legislation introduces the most significant legal definitions of children and childhood in relation to media. The analytical part of the thesis is preceded by a brief characterization of the selected magazines and an explanation of the method of semiotic analysis. The analysis results in the description of meaning bearing elements of the individual pieces of information which are placed in a wider social context. The summary offers a review of the most significant findings relating to the communication of periodicals with their readers, the...
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Fashion bloggers from the view of the personal branding and their role of opinion leaders
Marková, Kateřina ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on fashion bloggers, their personal branding and role of opinion readers. It summarizes theoretical knowledge about fashion blogs, Czech blogosphere, personal branding and opinion leaders. By using a descriptive analysis, this paper attempts to describe some of the methods bloggers use to brand themselves. The purpose of this research is to find common values and define the key to success. Their role of an opinion leader is also questioned in this work. Using a questionnaire, this work also evaluates reader's perspective on blogs. An important part is researching and conducting interviews with some of the industry insiders. The last chapter focuses on the forecast of near-future trends in fashion blogging.
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Non-profit event marketing: case study of Do práce na kole 2013
Nevšímal, Richard ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The thesis Social Event Marketing in Non-Profit Sector: Case Study of Do práce na kole 2013 aims to illustrate the specific environment of motivational campaigns supporting the growth of urban cycling. The grounds of UCC (Urban Commuter Cycling) act as a crossection of several communication theory and practice fields, which are examined. The non-profit Do Práce Na Kole (Bike To Work) campaign acts as an example, threading together social and event marketing, while encompassing aspects of CSR, company culture and gamification. This work describes the characteristics of the overall UCC problematic and the connected social trends, the author describes aspects of communication, that have been overlooked or might have been developped further. This work draws out the specifications, the history and communicational goals of Do Práce Na Kole 2013, the event is further analysed based on it's concept and realisation. It analyses it's main focus and lays ground for possible ways of development of it's communication strategy
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Comparison of Czech governmental campaigns and American AdCouncil campaigns with a focus on social campaigns against drunk driving
Štenclová, Dorota ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor's thesis "Comparison of Czech governmental campaigns and American Ad Council campaigns with a focus on social campaigns against drunk driving" deals with the Czech campaign titled, "Nemyslíš, zaplatíš!" (You don't think, you pay) by the Ministry of Transport and the American campaign "Buzzed Driving is Drunk Driving" by National Highway Traffic Safety Administration. It also focuses on the bidding process and the execution of public service campaigns produced by the government in the Czech Republic and the United States of America. The first section deals with social marketing, its specification and differentiation from commercial marketing, and government communication from a theoretical point of view. The following section focuses on the Ad Council and its activities and campaigns. Subsequently, it focuses on funding, execution and results of the "Buzzed Driving is Drunk Driving" campaign. Later, the characteristics of the Czech campaign "Nemyslíš, zaplatíš!" and Czech governmental communication are discussed. Finally, the thesis compares Czech and American campaigns and also suggests possibilities for the improvement of Czech governmental communication mainly in the field of funding and effectiveness.
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Communication strategy of Mercedes-Benz Prague Fashion Weekend in the years 2013-2014
Pavlík, Mikuláš ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis "The Communication Strategy of Mercedes-Benz Prague Fashion Weekend in 2013-2014" analyses the overall functioning and transformation of the communication strategy of this key social and business event that promotes the Czech fashion industry. The observed period of two years focuses on the change of leadership and the entrance of the key sponsor and also the titular partner - Mercedes-Benz, which as part of its strategy supports fashion weeks on an international level. In the first section, the thesis deals with the concept of fashion in a historical and social context, and successively with the current issues and the importance of using marketing tools. The second section explains the basic marketing concepts that are then applied in the research section. The third chapter focuses on the description of the individual annual fashion weekends and also on the operations of local competition. The research section, in addition to the use of various communication tools, is based mainly on media monitoring, which is done through quantitative content analysis. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats.
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Agenda 2014 as a communication strategy
Telátníková, Barbora ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
The subject of the bachelor's thesis is a policy document of the Czech Civic Democratic Party, Agenda 2014, published in March 2013. The thesis uses the perspective of political marketing theory to describe the subject. In the first part of the thesis, the political product is defined. As a base for the definition, roots and definitions of political marketing are described. The second part of the thesis introduces Agenda 2014 as a possible political product. Agenda 2014 is compared with public opinion polls relevant to its topics. The origins of Agenda 2014 are also described. The final part analyses the communication of Agenda 2014 in national TV broadcasting. The media analysis is narrowed to the week after the introduction of Agenda 2014 to the general public.
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On-line communication of The Office of the Government of The Czech Republic in the years 2012 and 2013
Hodboď, Tomáš ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis "Digital communication of Office of the Government of the Czech Republic in 2012 and 2013" wants to describe and analyse one specific part of marketing communications of a public institution. Author provides outline and specifics of political communication. The next part of the thesis describes digital communication as an integral part of mass media communication and also brings basic digital channels overview with focus on social media. The theory of strategic digital marketing communication defines the ideal approach for digital communication of any brand or product. Last part of the thesis focuses on the descriptive analysis of real digital communication of Office of the Government of the Czech Republic via the main digital channels such as websites, Facebook Page and Twitter channel. Author describes frequency of posting, content structure and type of content. The conclusion of this work brings comparison of the theory outputs and real digital communication research and tries to find out, if digital communication of the main Czech institution was correctly and successfuly done.
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