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Media Image of the Czech Republic in 2011
Ruffer, Roman ; Valentová, Jana (advisor) ; Mikeš, Jiří (referee)
This bachelor thesis wants to find out the way in which media image of the Czech Republic in 2011 is being constructed in foreign media by research method of quantitative and qualitative analysis. All media outputs which were collected in abroad by Representation of the Czech Tourist Authority - CzechTourism are evaluated by quantitative analysis. The qualitative analysis try to discover the media image in selected media of the Russian Federation and the United Kingdom of Great Britain and Northern Ireland and verify the correlation of this image with the quantitative analysis developed by agencies for public opinion research.
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Brand Strategy in the Art and Cultural Heritage markets
Hanušová, Petra ; Černá, Jitka (advisor) ; Johnová, Radka (referee)
The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.
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Analysis of Starbucks marketing strategy
Justová, Eva ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on analyzing of the perception of Starbucks on the Czech market. The investigation on the Czech market is done through a questionnaire, part of the work are findings and recommendations to the brand. The work explains the concepts such as brand, branding, brand management and brand building. Last but not least, describes current trends in brand building.
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New Trends in Marketing apply to Pharmaceutical Industry
Skořepová, Ivana ; Lešetický, Ondřej (advisor) ; Dohnalová, Eva (referee)
The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.
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Economic aspects of pop culture
Tuháčková, Eva ; Hucková, Barbara (advisor) ; Hanzlík, Jan (referee)
The work is focused on finding the difference between high and low culture as a primary distribution in comparison with cultural theorists, critics and social scientists dealing with this issue. The aim is to find out what makes each culture to its choice of recipients, which marketing ways and other factors affecting the recipients and instruments through which this happens. Reported conclusions should analyze the economic substance of pop culture, charting its future development because of society's economic decisions.
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Marketing of HN, LN, MF DNES and Právo
Vránová, Helena ; Štědroň, Bohumír (advisor) ; Svobodová, Dagmar (referee)
This thesis deals with marketing of the serious Czech newspapers (HN, LN, MF DNES and Právo) with a focus on possible models of their brand valuation. The main goal of this work is a marketing analysis of the four subjects using the electronic data sources. The analysis includes basic information about the publishers, their property relations and economic results for the period from 2005 to 2009. After that follows the introduction of the studied newspapers, including their content description, readers profile and new technologies. The aim of the practical part is also to choose appropriate method for evaluating the brands of the dailies. It was performed an external, financial and SWOT analysis to ensure correct application of the approach. Valuation results showed that the highest financial value has the brand Mladá Fronta DNES, the second is Právo, followed by Hospodářské noviny and Lidové noviny.
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The analyse of exploitation the regional brand by chosen producents in the region of Šumava
HLAVÍN, Ondřej
This Bachelor thesis refers the aplication of regional brand {\clqq}The Šumava original product`` used at all products and services located in the Šumava region. The thesis rates the topic of the impact of using this brand and its users´ benefits. The Bachelor thesis results encompass the evalution of the users brand satisfaction, along with the recommandation of changes leading up to the rectification of finding out deficits.
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