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The Artist Branding on an Example of painter Vaclav Radimsky
Ludvíková, Daniela ; Tyslová, Irena (advisor) ; Hucková, Barbara (referee)
The work deals with the placement of works of the czech impressionist painter Vaclav Radimsky on the market and applies economic theories of branding and valuation of cultural goods in the art market. Thesis also defines the essential factors in the art market and analyze their impact on brand of the artist and his work. An important part of the description is artistic biography of Vaclav Radimsky and evaluation of its individual parts in relationship to the brand of his works, as well as comparison with the works of other artists - the Impressionists.
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Co-branding of payment cards
Přikryl, Jiří ; Křížek, Tomáš (advisor) ; Kolman, Marek (referee)
The bachelor thesis deals with possibilities and use of co-branding within the financial institutions. It mainly focuses on co-branding payment cards aiming both, the analysis of the current situation on the market for these products in the Czech Republic as well as the outline of their new usage opportunities. The theoretical part defines not only the basic concepts of the branding phenomenon but also more deeply characterizes its part called co-branding. The paper then offers fundamental information about payment cards as a product where this marketing method is commonly implied. The practical section describes progress in the amount of credit cards in the Czech Republic depending on the number of other cards issued, specifies currently offered co-branded credit cards with regard to benefits for bank, partner and consumers, and outlines new possibilities of co-branding usage within financial institutions.
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Communication Strategies of the Tourism Product in Rural Tourism
Nosková, Zdenka ; Hesková, Marie (advisor) ; Pelejová, Dana (referee)
Annotation: The topic of the diploma work is the communication strategy for a new complex rural tourism product for the Czech Republic "Holidays in the Countryside". Objective: Main objective of my work is to elaborate a suitable marketing communication strategy for Holidays in the Countryside product. The strategy will then be used by the Union for Rural Tourism (Svaz venkovské turistiky), which is the project promoter, as a practical marketing tool. Secondary objective of the work is to evaluate current utilization of brand program Holidays in the Countryside by the rural tourism service providers. Method: Analysis of accessible information, comparative study of foreign tourist destination experiece and professional publications followed by the synthesis of acquired data will be used as a method for elaboration of this work. Based on the analyses a suitable communication strategy will be formulated along with the recommendations for the effective utilization of the brand program by the service providers.
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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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