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Brand recognition differences of the Tatra Koprivnice company after 1989
Jabůrek, Václav ; Halada, Jan (advisor) ; Klimeš, David (referee)
The aim of this bachelor thesis is to analyse the current condition of the Tatra Kopřivnice brand. Whereas before 1989 it was one of the most important factories of the Czechoslovak industry, after the Velvet revolution its brand image was severely damaged due several events that occurred. The theoretical part of this thesis describes the specifics of marketing and commercial communication in the industry and B2B business, as well as the theory of brand management. Next chapter focuses on the most important events in the history of Tatra factory that somehow defined it in the public eye. The history after 1989 is described separately. After the analysis of the selected media in the period between the 1st of January 2014 and 1st of January 2015, and the analysis of social media communication of Tatra Trucks Company, communications recommendations were made. The goal of these recommendations is to eliminate the damage that was caused by several affairs associated with Tatra that took place in the last years.
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Normalization-era cinematography in Czech current television broadcasting
Jabůrek, Václav ; Štoll, Martin (advisor) ; Cebe, Jan (referee)
There are lots of studies about normalization cinematography, its content or historical context of its creation. But there was no research about its presence in post-communist television broadcast in the Czech Republic. This work takes a look on five biggest TV channels - ČT1, ČT2, Nova, Prima and Barrandov - in eight chosen years between 1994 and 2015. Content analysis shows, how are Czech televisions dealing with movies and series from communist era, and whether there are any long-term trends connected with this genre. Thanks to the research method, we can see how the usage of those titles has developed up to present. Study also focuses on programmes during weekends and holidays and the amount of normalization movies on these occasions. One part of this work is dealing with communist propaganda and its presence in current broadcast. As Harald Welzer's studies show, old movies are hugely affecting people's understanding of historical events. Therefore, this survey focuses on Czechoslovak movies, which are falsifying modern history such as TV series Thirty Cases of Major Zeman or comedy Bourlive vino. Apart from those cases, less propagandistic movies have also been examined. For example those showing idealized image of normalization society and values of the former regime.
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Brand recognition differences of the Tatra Koprivnice company after 1989
Jabůrek, Václav ; Halada, Jan (advisor) ; Klimeš, David (referee)
The aim of this bachelor thesis is to analyse the current condition of the Tatra Kopřivnice brand. Whereas before 1989 it was one of the most important factories of the Czechoslovak industry, after the Velvet revolution its brand image was severely damaged due several events that occurred. The theoretical part of this thesis describes the specifics of marketing and commercial communication in the industry and B2B business, as well as the theory of brand management. Next chapter focuses on the most important events in the history of Tatra factory that somehow defined it in the public eye. The history after 1989 is described separately. After the analysis of the selected media in the period between the 1st of January 2014 and 1st of January 2015, and the analysis of social media communication of Tatra Trucks Company, communications recommendations were made. The goal of these recommendations is to eliminate the damage that was caused by several affairs associated with Tatra that took place in the last years.
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