Original title: Změny ve vývoji, vnímání a užívání značky olympijských her
Translated title: The main changes in perception of the Olympic Games as a brand
Authors: Tajčman, Petr ; Jirsová, Pavlína (advisor) ; Halada, Jan (referee)
Document type: Bachelor's theses
Year: 2007
Language: cze
Abstract: Purpose of the bache lor work is to describe Olympic Games as a brand in commercial concept. Theoretical part explains the basic terms (Brand, Brand Equity, Brand Identity, Sponsoring), which are applied in this work. Chapters 4 and 6 are necessery to understand history and the media background of Olymp ic Brand evolution. The main part of my work analyses each piece of the Olympic Brand in realition with general conception of the brand. Interpretations are based on Olympic marketi ng research data obtained during 1998-1999. Results describe particular components of the Olympic Brand in relation with brand attributes and other research data. The last chapter deals with impact of the Olympic brand stategy, demonstrated on Celebrate Humanity campaign . Powered by TCPDF (www.tcpdf.org)

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/11502

Permalink: http://www.nusl.cz/ntk/nusl-287221


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses