National Repository of Grey Literature 577 records found  beginprevious473 - 482nextend  jump to record: Search took 0.01 seconds. 
Brand management of chosen brand
Eisenbarthová, Tereza ; Průša, Přemysl (advisor) ; Pavelková, Mária (referee)
The master thesis analyzes the brand Maybelline New York. Maybelline belongs to the mass market division of the multinational cosmetics company L'Oréal. It offers products of colour cosmetics in four main segments: eyes, face, lips and nails. The thesis is divided into three main parts. The first part is theoretical and it is actually the basis for next sections. The second part introduces the brand Maybelline, describes its identity, position on the Czech market, competition and marketing mix. There is also mentioned the new sub-brand MNY. The last part is dedicated to the research of secondary and primary data, interpretation of its results and suggestions for improvement.
Trademark as an Intangible Asset of a Firm
Kucírková, Jana ; Hesková, Marie (advisor)
The thesis deals with a trademark as an intangible property of the company and it is divided into two parts. The theoretical part attends to an intangible property classification and a usage of a trademark. Further there are presented theoretical aspects of brand management and possible methods of trademark evaluation as an intangible property of the company. The practical part introduces the selected company where a brand research and an analysis of an internal and external environment of a company were conducted. After finishing a financial analysis follows an evaluation of a marketing communication mix and particular brand elements. The second half of the practical part focuses on the alternative trademark evaluation with adequate methods and a proposal of the trademark inscription to the Register of trademarks.
Trademark as an Intangible Asset of a Firm
Harantová, Monika ; Hesková, Marie (advisor)
In the theoretical part of thesis: "Trademark as an intangible asset of a company", the theoretical aspects of brand management and methods of valuation of brands as intangible assets are explained. In the practical part of thesis a company analysis is undertaken and brand value is calculated by using adequate methods. Final suggestion and recommendation for trademark registration in the Register of Trade Marks are mentioned in the conclusion of thesis.
Launch of the new product in BeBe Dobré ráno range
Frančáková, Zuzana ; Postler, Milan (advisor) ; Nosková, Veronika (referee)
The master thesis "Launch of the new product in BeBe Dobré ráno range" describes development and launch of the new BeBe Dobré ráno extracereal on the market. The aim of the thesis is to evaluate launch of the novelty and based on the results of the research, propose the strategy for next possible launch in BeBe Dobré ráno range. The theoretical part of the thesis explains key terms as brand, strategic brand management and innovations. Practical part is focused mainly on development and launch of the novelty BeBe Dobré ráno extracereal, but the readers can also gain some acknowledge about BeBe Dobré ráno brand and Opavia company.
BTL marketing communications as an incitement to the purchase, applied to Coca-Cola brand
Mahdalová, Renata ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.
Analysis of marketing communications of L'Oréal Paris brand
Slimáková, Miroslava ; Skokanová, Dagmar (advisor) ; Štědroň, Bohumír (referee)
Bachelor's thesis deals with analysis of marketing communications cosmetic brand L'Oréal Paris. The goal of the thesis is to analyze communication activities of L'Oréal Paris brand with focus on advertising and its communication effects. Research based on a questionnaire examines men's and women's different perceptions of L'Oréal Paris brand and its communication activities.
Image analysis of the brand PiM`s
Vemeová, Daniela ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
PiM's is young brand on the market, that is interesting by its courageous modern strategy. Main aim of my master thesis is reveal perception of the brand PiM's by consumers and compare it with its identity. Thesis is devided to theoretical and practical part. In theoretical part I defined term brand and its basic characterictics. Also I defined PiM's history and brand identity. In methodological part I chose and defined methods suited for analysis of the image. In practical part I applied methods as analysis of secondary data and survey by on-line questionaire. On these basis, I enlisted important information about image of the brand PiM's. By comparison of identity and image I reach the whole analysis of the image and I gave recommendations, how to built image successfully in the future.
CSR and its impact on brand image
Mičáková, Veronika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The main aim of this diploma thesis is to discover an evidence of CSR influence upon brand image. More precisely, I will attempt to explore the impact of L'Oréal corporate social responsibility on L'Oréal Paris brand image. The concept of CSR, the center of the brand and brand image are described in the introduction. For better understanding, there are also practical examples provided. Chapter number three creates a fluent connecting link between theoretical and practical part, briefly characterising company L'Oréal and brand L'Oréal Paris. Following practical part focuses on introduction of the above mentioned research, conducted in the form of questionnaire, where semantic differential and physiognomic test were used. In the conclusion we can see the result analysis that consisted of simple summarization and further dependency determination. Based on the results obtained, we are able to answer the crucial question, whether the CSR of L'Oréal influences the L'Oréal Paris brand image or not and to suggest the best way of maximizing the potential positive effect.
The attitudes of relevant segments as a basis for revitalizing brand
Černá, Jitka ; Bártová, Hilda (advisor) ; Jakubíková, Dagmar (referee) ; Koudelka, Jan (referee)
The main objective is a theoretical introduction to the rare-studied and published issue of the importance of museum brands for the marketing of thereof. The research problem is incorporated into the context of global penetration of the strongest brands of museums. The marketing approaches are applied to the National Agricultural Museum in Prague.
Effective Information and Knowledge Sharing in Supply Chain
Dejl, Vlastimil ; Voráček, Jan (advisor) ; Kincl, Tomáš (referee)
The thesis - Effective Information and Knowledge Sharing in Supply Chain - is situated in the Fast Moving Consumer Goods segment, in the packaging design environment. In this environment the process of introducing new product to the market and it's optimization across the supply chain is analyzed. The situation on the market forces suppliers to continually lower costs and shorten production times. One way of how to resist to this pressure is an effective and efficient information and knowledge exchange between all participants of the process. The thesis is divided into two parts. The first one focuses on theoretical determination of basic terms and topics which are further discussed in the second -- practical -- part. In the second part the FMCG environment, sources of failures and inefficiencies are analyzed and optimization of the process of introducing new product to the market is proposed, all from the packaging design perspective.

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