Název: Komunikační strategie značky ODIVI
Překlad názvu: Communication strategy of the brand ODIVI
Autoři: Šebková, Natálie ; Koudelková, Petra (vedoucí práce) ; Hejlová, Denisa (oponent)
Typ dokumentu: Bakalářské práce
Rok: 2017
Jazyk: cze
Abstrakt: The bachelor thesis "Communication strategy of the brand ODIVI" analyses marketing-orientated communication of this well-known brand, which was founded by Czech fashion designer Iva Burkertová. In the first section, the thesis deals with the concept of fashion in a social and historical context, focuses on its properties and describes the fashion market and its structure. The second section describes fashion marketing and the main theoretical concepts associated with it. The third chapter focuses on the brand description and determines its origin, the main collections, vision and mission, positioning, it also characterizes the main target group, defines brand competitors etc. The next section analyses the current marketing mix of the brand. The research section is based on the content analysis, which qualitatively describes selected communication tools of the brand ODIVI and focuses on their main positive and negative aspects. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats. Lastly, the thesis presents results of primary research conducted through the content analysis, responds to the predetermined hypothetical questions and proposes concrete recommendations to improve the communication strategy for the future.
Klíčová slova: fashion marketing; komunikační nástroje; komunikační strategie; marketingový mix; móda; ODIVI; značka; brand; communication strategy; communication tools; fashion; fashion marketing; marketing mix; ODIVI

Instituce: Fakulty UK (VŠKP) (web)
Informace o dostupnosti dokumentu: Dostupné v digitálním repozitáři UK.
Původní záznam: http://hdl.handle.net/20.500.11956/86135

Trvalý odkaz NUŠL: http://www.nusl.cz/ntk/nusl-357417


Záznam je zařazen do těchto sbírek:
Školství > Veřejné vysoké školy > Univerzita Karlova > Fakulty UK (VŠKP)
Vysokoškolské kvalifikační práce > Bakalářské práce