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Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
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The New New Stage: Marketing communication of the New Stage of National Theatre between January 2010 and spring 2011 (brand relaunch)
Jančařík, Jonáš ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
The bachelor thesis "The New New Stage: Marketing communication of the New Stage of National Theatre between January 2010 and spring 2011 (brand relaunch)" deals with the marketing communication of the New Stage in the given period. It uses the topic as an example of the possibilities marketing and marketing communication has in the cultural sector. Prague's New Stage is a cultural institution with a deep history - it was open already in 1982. In the 80s it was used mostly for theatre pieces of the National Theatre, after 1992 it served for Laterna Magika. But in 2010 it entered a new era, in which its image is being changed completely. The New Stage - now (again) belonging to the National Theatre - is turning into a diverse institution hosting many different forms of art. Of course, this inner change has its impact on the outside, too. The established image of the New Stage is changing and its management is using marketing communication tools in order to manage this process effectively and with a positive outcome. In this thesis, the New Stage is analysed from a marketing perspective, the individual communication tools used are discussed and also the reception of the new concept in the media is analysed.
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Communication Activities of the Austrian Cultural Forum in Prague for the Period June 2010 - May 2011
Kabelková, Zuzana ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The Communication Activities of the Austrian Cultural Forum in Prague from June 2010 to May 2011 bachelor thesis presents the cultural non-profit organization and its activities, briefly describes its history, operation and organizational framework, including finances. The thesis addresses marketing communication emphasising cross- cultural and institutional aspects. The aim of this work is to observe which activities of the Austrian Cultural Forum in Prague (OKF) contribute to providing a complex picture of Austria and its culture in the Czech Republic and how these activities are presented. Based on one year's observations, description and analysis using literature criteria the thesis outlines communication strategy, marketing mix and communication tools. The practical section assesses the overall promotion in regard to creating Austrian Cultural Forum's image and targeting particular interest groups. Furthermore, there is a summary of last year's events, major events' analysis or a list of cooperation examples and assessment of influential names associated with the events. The final chapter contains, survey evaluation that was conducted in opinion leaders and which underpins the author's subjective assessment of Austrian Cultural Forum's various activities and the disunited and chaotic nature of...
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Communication of the Mlada Boleslav City in Years 2009-10
Masarčíková, Jana ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The focus of this literary work is to analyze the communication activities of the corporate town of Mlada Boleslav in 2009 through 2010. The analysis will focus on the town and its affiliation with its surroundings, specifically the impact the town has on local tourism. The aim is to discover whether the town used a compact marketing strategy and its effectiveness. Furthermore, this work also attempts to clarify the issues involving the co-operation between the town and Skoda Auto a.s. The company has a strong impact on the life of local residence as well as on local tourism. As a result of my analysis, references to currently promotion materials, and the utilization of individual communication channels I will point out possible problematic areas. I will also provide possible improvements that can be made in order to establish a more effective future communication strategy of Mlada Boleslav as a positive tourism destination and a friendly neighborhood.
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Specifics of Marketing Communication in the West Bohemian Spa Triangle in 2010
Klímová, Kateřina ; Dolanská, Nora (advisor) ; Kopecký, Ladislav (referee)
Bachelors thesis "Specifics of marketing communication of the West Bohemian Spa Triangle in 2010" deals with mapping communication activities of each town which is part of the West Bohemian Spa Triangle (Carlsbad, Marienbad, Franzenbad) to determine if in case of listing these three towns together on the list of the UNESCO World Heritage their communication could stay the same or not. This thesis is a comparative study which is divided into a theoretical part and practical part. Theoretical introduction deals with spa, specific features and descriptions of the given three spa towns. The theoretical part also contains theory of marketing and marketing communication. The practical part compares and describes communication activities of each town in 2010 and also compares opinions of three representatives of the towns who took part in a qualitative survey for purposes of this thesis. This works objective is to compare and assess existing communication of the towns and together with the results of the survey to create a vision of communication of the West Bohemian Spa Triangle as if it becomes an official tourist destination.
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The Metropolitan Opera: Live in HD in the Prague Cinema Aero. Description and Evaluation of the Success of Marketing Activities during the First Two Seasons
Dohnalová, Kamila ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
The bachelor thesis on "The Metropolitan Opera: Live in HD in the Prague Cinema Aero. Description and Evaluation of the Success of Marketing Activities during the First Two Seasons." deals with the launch of a new product in Aero art-house cinema in Prague. The Met: Live in HD - series of live transmission of opera production from The Metropolitan Opera in New York - was launched in Aero as first world-wide successful alternative content. Success of the project is closely associated with the digitalization of cinemas in the Czech Republic and abroad as well. Principles of art marketing, by which we mean all marketing activities in the field of art and culture, creation and realization's background of the Met: Live in HD and profile of Aero Cinema and Aerofilms Film Distribution Company are introduced for better understanding of the topic. The operating methods was the study of the foreign and Czech literature, the contentual analysis of documents, the media monitoring, the qualitative observation and the description of product's marketing activities correlated with the visit rate of the transmissions and publicity. The literature refers to the art marketing, the non-governmental organizations marketing, the film marketing and strategies for art cinema development.
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In the Sky and on the Ground with CSA - the organization's development of marketing and communication activities
Vomáčková, Michaela ; Dolanská, Nora (advisor) ; Köppl, Daniel (referee)
The thesis concentrates on the development of communication and marketing activities of traditional Czech brands. This concept is demonstrated on Czech airli nes, a typical representative of these brands. CSA were established in 1923 and since then have gone through a long development. More than an 80 year long tradition of nagairline carr ier of the Czech Republic meant a way through a better era, when CSA reached the hypothetical top of air transport. Other years meant suppressing the company's activities and a decline in any other operations. The development and all the activities were influenced by internal conditions as well as events of all-society meaning. The most signifi cant contributing factor in this area was and still is the economic and political situation within and outside the country. All these influences were projected in the company and in its marketing activities. The thesis allows a close look at general marketing topics which are then analysed using specifi e examples. Particular attention is paid to the current and much discussed question of marketing communication. The first two chapters deal with the topics of company brands, brand value, brand appreciation and brand building. The third chapter deals with the role of marketing in the company's strategy and with the creation of a...
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