Original title: Brand equity v kategorii jogurtů na českém trhu.
Translated title: Brand equity in yoghurts product category on Czech market
Authors: Flodrová, Tereza ; Postler, Milan (advisor) ; Harmon, Lenka (referee)
Document type: Master’s theses
Year: 2008
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Práce se zabývá přístupy k měření hodnoty / ekvity značky z pohledu zákazníka a firmy. V praktické části analyzuje ekvitu vybraných značek jogurtů metodami Equity Builder a Brand Power a formuluje doporučení pro rozvoj ekvity jednotlivých značek. Thesis deals with the subject of brand value / equity. In the application part equity of selected brands of yoghurts is measured using Equity Builder and Brand Power methodologies and recommendations for their brand equity growth are given.
Keywords: brand equity; brand value; joghurts; ekvita značky; hodnota značky; jogurty

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/8898

Permalink: http://www.nusl.cz/ntk/nusl-4889


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