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The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Marmo, Mattia ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Značka a hodnota značky jsou pojmy, o kterých se diskutuje již desetiletí, a to obzvlášť v automobilovém průmyslu, aniž by bylo dosaženo jednotného názoru. Tato diplomová práce si klade za cíl analyzovat tyto témata ve vztahu k značce Fiat, která je již od svého vzniku silným hráčem na Evropském trhu. Práce se zabývá změnami ve vnímání spotřebitelů, a také problémy a příležitostmi jimž tato značka čelí, za účelem posílení image značky a jejího postavení na světovém trhu. Ve svých čtyřech kapitolách tato práce nabízí široké pochopení značky Fiat, která je součástí portfolia automobilové skupiny FCA. První kapitola představuje teoretický rámec, který je základem pro další části práce, zatímco druhá kapitola se věnuje historii značky Fiat a struktuře portfolia značky po akvizici společnosti Chrysler. Třetí kapitola obsahuje strategii Fiatu a skupiny FCA přijatou na další léta, jejímž cílem je posílit účast na automobilovém trhu. Poslední kapitola se věnuje problémům a příležitostem, které tato italská značka má, jakožto hlavní hráč v rámci portfolia skupiny FCA.
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Bata - Research on Brand's Position
Dlouhý, Petr ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.
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Analysis of the brand Mixa in the Czech Republic
Falcmanová, Klára ; Olšanová, Květa (advisor) ; Tročil, Jan (referee)
The diploma thesis is focused on a comparison of image and identity of the cosmetic brand Mixa. Furthermore, the thesis is focused on the performance of the brand on the on the Czech market (knowledge of brand by the target group, its popularity and experience with it, perceived quality, consumer attitude and their loyalty). The theoretical part explains concepts, which are for the practical part essential. Following concepts are explained: brand elements, functions of the brand, brand awareness, brand equity, image and identity. The practical part introduces the company L´Oréal which the brand belongs to and, consequently, the brand itself. Based on the analysis of the communication activities and elements of the brand Mixa, its identity is determined. It is then compared to its image, which was determined using a questionnaire survey. It has also been used to find out more information related to brand performance. Based on research findings recommendations for further development of the brand are defined.
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Brand management of Tchibo
Hodul, Marco ; Průša, Přemysl (advisor) ; Saemann, Steffen (referee)
Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.
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Brand equity of professional sport club
Navrátilová, Iveta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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Nike Brand Equity Marketing Research
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Nike Brand Equity Marketing Research Objectives: Using marketing research to find out about Nike brand equity through perception of individual product attributes by their current or potential customers. Within the thesis, these customers are members of generation Y currently living in Prague. Methods: Quantitative research - electronic questioning. Results: In terms of product, to Prague generation Y Nike currently represents the most famous and the most used sports brand. The reason is its (product) above-average quality, design, and also its great availability. Results' objectivity is embodied by the fact that the total majority of this generation chose itself as typical Nike product user. Keywords: Brand, Nike, brand equity, brand as product, generation Y.
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Researching of brand - case study of measuring loyalty
Laisková, Monika ; Remr, Jiří (advisor) ; Hendl, Jan (referee)
Diploma thesis is about loyalty concept of customer in brand research. Thesis is divided into 2 parts. First part is theoretical introduction into concept of brand loyalty - definition of main terms, analysis of loyalty concept, historical context, possible methods of measurement and chosen theoretical approaches of various authors. Follows overview of measurement methods used by chosen market research agencies for loyalty measurement in practice. Those methods are derived from given theoretical approaches. Practical part consists of own loyalty research by mostly used methods. There were 3 methods used - Loyalty method by Millward Brown, TRI*M used by Aisa agency and Net promoter score, that is often used by companies for "self made" loyalty research. The aim is to compare results of those 3 methods of loyalty measurement. The same sample of respondents was used - the same people in the same time with the same attitude to chosen brand. Results were compared to each other and enriched by several discussions.
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Craft's brand equity in CZ, focusing on canoeing
Šťastný, Šimon ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Craft's brand equity in CZ, focusing on flat water canoeing. Objectives: The objective of this dissertation is to find out what is the Craft's brand equity and to suggest how to improve it on the Czech market. That would be based on marketing research and supplementary interview. I will be using marketing research and supplementary interview. Methods: In this dissertation the method of electronic questioning was used. The questionnaires were sent by email address after first contact on Facebook. Facebook was also used for concretization of questions. The basic research sample was chosen from sporting population in Czech Republic and selective sample was limited by my Facebook contacts. The research was enriched by interviews. These interviews were made with experts and athletes from flat water canoeing. Results: The results of marketing research on the Craft's brand equity have shown that Craft has got quality and functional product, but the brand looses position on the market of functional sport clothing. The main issue is lack of associations with this brand. Moreover the research has shown that general awareness of marketing strategy is inadequate. Due to rapidly growing competition Craft is losing his its position on the market. I have also tried to propose some measures how to improve...
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Vnímání čínských hi-tech značek v Evropě
Vargasová, Nikola ; Král, Petr (advisor) ; Cook, Gina (referee)
The thesis "Perception of Chinese hi-tech brands in Europe" examines how Chinese origin affects the perception of hi-tech brands by European customers. The theoretical part deals with the concept of country of origin and its relationship to the concept of brand equity. The practical part is devoted to the research on the topic of perception of Chinese smartphones in Europe. The research results confirm both hypotheses: 1. Customers when choosing a smartphone brand are not affected by the country of origin. 2. European customers do not perceive Chinese hi-tech products as of low quality.
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Brand Name, Creating and Evaluating
Hudcová, Lucia ; Pernica,, Martin (referee) ; Hanušová, Helena (advisor)
This bachelor thesis is focused on brand name, its creating and evaluating. In the theoretical section it explains the concept of branding and it formulates the methods and procedures in the process of creation and brand valuation. The thesis is also focused on the role of brands in the formulation of institutional marketing strategies. The practical section contains an analysis of the current state and brand analysis of NetWings solutions s.r.o. The goal of this bachelor thesis is to propose additional procedures in the process of maintaining and brand valuation.
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