National Repository of Grey Literature 3 records found  Search took 0.01 seconds. 
Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers
Veselka, Dominik ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers Objectives: The aim of this thesis is to identify current social media marketing trends through the analysis of secondary data and then describe these trends in more detail so that they can be used in the creation of the advertising campaign Czech Surfers. Methods: To identify these social media marketing trends, the work uses content analysis of 40 papers. These papers are evenly distributed across the research period from January 2020 to November 2021. The following studies and broader trend specifications are conducted in a case study, which describes the 12 most important social media marketing trends in more detail. Results: The results of the research show that the 12 trends identified are highly interconnected. At the same time, it turned out (with two exceptions) the defined trends are applicable to all social media platforms examined, such as Facebook, Instagram, Twitter, and TikTok. In the process of creating an advertising campaign plan, its SMART goals were set, the strategy was defined, and the specific implementation of the identified trends into the environment of Czech Surfers social media profiles was carried out. It all ends up with a content posting plan for the...
Development strategy for the brand manufacturing surfboards
Veselka, Dominik ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Development strategy for the brand manufacturing surfboards Objectives: The aim of this bachelor thesis is to find out a "white spot" on the surfboard market and create a product and brand to fill this area. Another task is to apply strategic brand management steps. These steps will be guided from the very beginning of product and brand development through building the brand equity and its image. Then the study will choose appropriately brand elements and the brand building will continue up to brand next development and innovative activity. Methods: This paper analyzes the secondary data obtained from the results of market surveys conducted in the field of surfboard industry during 2017 and 2018. The data obtained were further processed for market competition analysis and creation of a positional map. Using these methods helped to find out and establish the position of the new brand in the surfboard market. Results: The paper has discovered an empty space on the market covered by demand and with no supply made. This place was complemented by a new product. The features of the product were determined on the basis of competition analysis and construction of the positional map. There were made strategies for the brand equity and brand image development. The paper selected the most important...
Development strategy for the brand manufacturing surfboards
Veselka, Dominik ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Development strategy for the brand manufacturing surfboards Objectives: The aim of this bachelor thesis is to find out a "white spot" on the surfboard market and create a product and brand to fill this area. Another task is to apply strategic brand management steps. These steps will be guided from the very beginning of product and brand development through building the brand equity and its image. Then the study will choose appropriately brand elements and the brand building will continue up to brand next development and innovative activity. Methods: This paper analyzes the secondary data obtained from the results of market surveys conducted in the field of surfboard industry during 2017 and 2018. The data obtained were further processed for market competition analysis and creation of a positional map. Using these methods helped to find out and establish the position of the new brand in the surfboard market. Results: The paper has discovered an empty space on the market covered by demand and with no supply made. This place was complemented by a new product. The features of the product were determined on the basis of competition analysis and construction of the positional map. There were made strategies for the brand equity and brand image development. The paper selected the most important...

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