Original title: Proces rebrandingu a inovace obalu
Translated title: The process of the rebranding and pack redesign
Authors: Toncarová, Petra ; Vávra, Oldřich (advisor) ; Palečková, Kriystýna (referee)
Document type: Bachelor's theses
Year: 2009
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Bakalářská práce se zabývá procesem inovace obalu značky. Cílem práce je popsat a zhodnotit proces inovace obalu na konkrétní značce. V teoretické části práce je vysvětlena základní terminologie spojená s řízením značky a marketingovým výzkumem. V praktické části je analyzován samotný proces inovace obalu. My bachelor thesis focuses on the process of pack redesign. The aim of this thesis is to inform about the process and then evaluate individual steps for redesigning the pack of an existing brand. The theoretic part id divided into two sections. The first section is focusing on explaining terms connected with brand management and the second one is connected with marketing research. In the practical part the process of pack redesign is analyzed.
Keywords: brand; marketing research; packaging; marketingový výzkum; obal; značka

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/22937

Permalink: http://www.nusl.cz/ntk/nusl-18907


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Bachelor's theses