National Repository of Grey Literature 478 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
Development of Competitiveness of Company Focused on Customer Value Creation
Skácelová, Pavlína ; Šimberová, Iveta (referee) ; Zich, Robert (advisor)
The main objective of this work is to propose measures for the development of new tools for the development of value creation for the customer. The primary analysis of analytical tools is focused on market optimization. The design part will focus on the summary of measures for expansion including assessment of their implementation.
Marketing Mix and its Connection to a Company Brand
Pešlová, Veronika ; Schüller, David (referee) ; Kaňovská, Lucie (advisor)
The diploma thesis deals with the connection of the marketing mix with the brand of a company, namely Notino, s.r.o. According to theoretical knowledge and methodology, the market analysis, including the marketing mix, is carried out. There will also be a marketing survey on customer brand perception. On the basis of the theoretical and analytical part of the thesis, will be made a suggestion to support the brand development through the marketing mix.
Strategic Brand Development of Company
Holešovský, Jakub ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The Diploma thesis deals with the strategy of building the Daflex System brand. The thesis is divided into three parts. The theoretical part defines the theoretical basis for creating a brand building strategy. Next part, the analytical part is based on the knowledge and methodology of the theoretical part. This section describes the basic information about brand Daflex System. The thesis continues with analyzes of customers, suppliers and competitors. These analyzes then lead to the evaluation of the findings and the creation of recommendations in the last part.
Strategic Brand Development
Laníková, Dana ; Borek, Jiří (referee) ; Zich, Robert (advisor)
The diploma thesis focuses on brand development of a chosen company in Olomouc, a sweet and coffee shop called Zmrzlinárium Café Centro, that specializes in fabrication and sale of ice cream. On theoretical bases this thesis analyses outside and inside environment of the coffee shop and evaluates its current situation. Analysing competitors, customers, suppliers and suplements, there is defined the brand positioning on the market of coffee shops and sweet shops in Olomouc and surrounding area. Analysing brand identity there are detected competitive and risk areas in the field of further development of the brand, which are then incorporated into proposals of solving the brand concept in order to support its competitiveness in future.
Rebranding of brand Tonak a.s. (2015-2017)
Jůzková, Marie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of this thesis is to describe the rebranding process and evaluate the communication activities of Tonak a.s. company between years 2015 and 2017. First part explains the theory of branding and rebranding, how these two theories are used by Tonak in this process, and which tools of branding were altered. Main changes explained in this thesis are in value of the brand, price, and its design. Further, this thesis introduces the new communication plan connected to the rebranding of the Tonak company. Tools of marketing communication were identified, and specific examples characterize in which way the company applied these tools. The thesis focuses on the relevance of rebranding and specifically chosen communication tools that evaluate the propriety of Tonak company proceeding.
Current Trends in Marketing Communication of Musicians on the Czech rap Market
Slovák, Jan ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The connection between the world of music and the world of business is nowadays a current theme. The music industry is not only about mainstream performers and bands, but also about alternative scenes. Marketing plays a major role in this environment, in relationship to brands and social networks and in the individual promotion of music. Hip-hop culture affects the lives of young people around the world. It is not just about topics related to violence and drugs, as this culture was originally represented in the US, but it can also be associated with everyday life in the village, as represented by Opak Dissu Label. The thesis was written from the position of a marketing student and a music producer. The thesis applies these mechanisms on the contemporary Czech rap scene. It presents some notable examples of Czech and Slovak rap artists' marketing communication, which had an effect on their popularity. Furthermore, the thesis analyses linguistic and visual communication of non-traditional rap group Opak Dissu Label on social networks. The analysis was also possible thanks to an interview with members of this group. The thesis is complemented by a detailed list of literature dealing with hip-hop subculture and a list of sources referring to the Czech rap scene.
Research of image of selected Czech biathletes
Šustrová, Tereza ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Research of image of selected Czech biathletes Objectives: Main goal of this work based on marketing research is to analyse and evaluate image of selected Czech biathletes via questionnaire survey for general public in period before and after the World Championship and to compare results. Methods: In this work is used quantitative method of electronic survey. Survey was designed based on scale of biathlete's image mark, which was translated by literal edited translation method. Data collecting was ongoing in March in two phases, before and after the Biathlon World Championship 2019. For evaluation were used statistic methods and for compare results was used method of comparison. Results: The research result show that image is very subjective and it can be changed very fast. It can be changed based on performance of biathletes or based on different respondents' opinion. From general point of view based on this work we can say that Marketa Davidova is reaching best image. Keywords: brand, athlete's brand image, biathlon, marketing research, analysis, world championship
Brand of quality VITALITY PLUS
BRABCOVÁ, Kristýna
Purchasing more expensive products the attention is focused on their quality and lifetime. The bachelor thesis is aimed especially at these product life and presents the Czech Quality Program and a brand of Quality Vitality plus. This brand has been newly included in the Czech Quality Program since 2017. The brand of Quality Vitality plus is awarded by the Association of Czech Consumers for non-food products, for which the manufacturer declares lifetime that is adequate with the real expectations of the consumer. The work analyses the attitude of the holders and representatives of the general public to this brand.
Marketing Communication of Cola-based Beverages Producers
MACHALOVÁ, Marie
This dissertation deals with marketing communication of three brands: Coca-Cola, Pepsi and Kofola on the Czech market. The aim of the work was to analyse and assess the current state of marketing communication of these three brands and with the help of research among consumers to propose activities that could help them in their communication. Information from consumers of cola based beverages of these three brands were gathered by means of a questionnaire survey.
The issue of Goodwill as an integral part of the value of the construction company
Lipovská, Zuzana ; Budíková, Michaela (referee) ; Dohnal, Radek (advisor)
The diploma thesis is focuses on the value of the goodwill and the value of the brand of the selected construction company and the methods currently used for their determination. In the theoretical part of the thesis are described basic theoretical terms, which relate to the issue of goodwill, brand, construction company and their value. I also describe methods of goodwill and brand calculation and managed interview method. At the end of the theoretical part, I described marketing planning. In the practical part of the thesis, the thesis deals with selected methods of valuation of goodwill value and value of company brand. I have set three hypotheses and questions about a controlled interview. At the end of my diploma thesis, I proposed marketing strategies to maintain and enhance the value of goodwill and company brand.

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