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Original title:
Nike jako ikonická značka v letech 2001 až 2005
Translated title: Nike as an iconic brand between the years 2001 and 2005
Authors: Houzarová, Zuzana ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Document type: Bachelor's theses
Year: 2007
Language: cze
Abstract: This thesis closely looks at the phenomenon of iconic brands. The behaviour of iconic brands in general and explanation of their success on the market can be applied on the example of Nike - producer of sports goods and the leader in this product category on the global market. For the purpose of this thesis, selected elements of Nike's iconic behaviour arc demonstrated on TV spots. The criteria for TV spot selection was their success at the International advertising festival in Cannes. In the theoretical part, the concept of iconic brands is explained - cultural icons are exemplary symbols that people accept as a shorthand to represent important ideas. A brief description of the history ofNike from it's beginnings to today follows. In the next chapter I analyse the corporate design of Nike as it appears in TV spots and the way in which the brand deals with it. In this chapter I concentrate on the shape of the logo, the name of the brand, typography, slogan and logo colour. It turns out that the basic building block ofNike's corporate design is the logo (swoosh), whereas the unity of the rest of the elements of the corporate design arc not preserved and are constantly changing. A large part of the thesis is devoted to the story - identity myth that Nike offers its consumers. This myth is based on the belief...
Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/11518
Permalink: http://www.nusl.cz/ntk/nusl-287239
The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses
Translated title: Nike as an iconic brand between the years 2001 and 2005
Authors: Houzarová, Zuzana ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Document type: Bachelor's theses
Year: 2007
Language: cze
Abstract: This thesis closely looks at the phenomenon of iconic brands. The behaviour of iconic brands in general and explanation of their success on the market can be applied on the example of Nike - producer of sports goods and the leader in this product category on the global market. For the purpose of this thesis, selected elements of Nike's iconic behaviour arc demonstrated on TV spots. The criteria for TV spot selection was their success at the International advertising festival in Cannes. In the theoretical part, the concept of iconic brands is explained - cultural icons are exemplary symbols that people accept as a shorthand to represent important ideas. A brief description of the history ofNike from it's beginnings to today follows. In the next chapter I analyse the corporate design of Nike as it appears in TV spots and the way in which the brand deals with it. In this chapter I concentrate on the shape of the logo, the name of the brand, typography, slogan and logo colour. It turns out that the basic building block ofNike's corporate design is the logo (swoosh), whereas the unity of the rest of the elements of the corporate design arc not preserved and are constantly changing. A large part of the thesis is devoted to the story - identity myth that Nike offers its consumers. This myth is based on the belief...
Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/11518
Permalink: http://www.nusl.cz/ntk/nusl-287239
The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses
Record created 2017-04-25, last modified 2022-03-04