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Strategic Brand Development
Laníková, Dana ; Borek, Jiří (referee) ; Zich, Robert (advisor)
The diploma thesis focuses on brand development of a chosen company in Olomouc, a sweet and coffee shop called Zmrzlinárium Café Centro, that specializes in fabrication and sale of ice cream. On theoretical bases this thesis analyses outside and inside environment of the coffee shop and evaluates its current situation. Analysing competitors, customers, suppliers and suplements, there is defined the brand positioning on the market of coffee shops and sweet shops in Olomouc and surrounding area. Analysing brand identity there are detected competitive and risk areas in the field of further development of the brand, which are then incorporated into proposals of solving the brand concept in order to support its competitiveness in future.
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Theatre institutions as brands and their equity
Tulka, Martin ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The objective of this theses is to help find a way of building and measuring brand equity in a specific environment of theatre institutions. Chosen objectives are achieved by confronting the theoretical bases of building brand equity and the practice performed by theatre institutions, which was identified through semi-structured interviews with the marketing managers of 5 selected institutions. The result is a series of general recommendations for individual brand equity subcategories: loyalty, awareness, perceived quality and brand associations. Theatre institutions should apply strategic brand thinking, use appropriate branding tools regarding their financial and time possibilities, target audiences, and artistic leadership. They should focus on identifying the core audience, developing and promoting audience loyalty, managing the interaction of audience and employees as brand representatives, establishing a positioning and use it in communication, extending a brand to other communication channels, on the quality of the services, achieve harmony between audience associations and the brand concept. These recommendations may be adapted by theatre institutions and used to build brand values more effectively.
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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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The key to success of Czech companies
Pavlíčková, Klára ; Chylíková, Hana (advisor) ; Bahbouh, Radvan (referee)
This bachelor thesis deals with four selected Czech companies, which are perceived as successful. The aim of this work is to find out why and in what way were the companies successful and to find in their behavior common factors that contributed to their entrepreneurial success. Due to the subsequent comparison, this thesis could help other companies achieve their success. In the theoretical part, this thesis deals with the essence of success and different definitions of success according to famous personalities. It also describes measurable and subjective indicators that define success. In the practical part, the selected companies are first introduced, and their work and development is characterized. Subsequently, these firms are analyzed on the basis of objective and subjective indicators of success. The information for the subjective characterization is mainly based on personal interviews with representatives of selected companies that have been conducted for this thesis. Finally, this thesis gives a comparison of the selected companies and a summary of how to become successful.
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Marketing communication and brand management of regional brands
Šmídová, Tereza ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
This diploma thesis focuses on regional brand PRÁCHEŇSKO regional product communication and its assessment. The aim of this thesis is to make suggestions to increase the efficiency of communication of the brand PRÁCHEŇSKO regional product through an analysis of this regional brand and a realization of marketing research. The theoretical part deals with the brand and its direction as well as with marketing communication. There is also a definition of terms region and regional brand included. The other part deals with an analysis of regional brand programmes, that are available on the Czech market as well as PRÁCHEŇSKO regional product. The region Prácheňsko and the system of granting a brand and the certification of products through this brand are presented. Finally, a critical analysis of the brand and its marketing communication as well as marketing research that focuses on discovering of the knowledge PRÁCHEŇSKO regional product are given. In the closing part of this thesis, suggestions that should not only lead to increase the efficiency of the brand and its marketing communication but also to increase the consumer awareness are given.
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Marketing Research of the Adidas Brand Value on the football equipment market
Nešněra, Filip ; Procházka, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing research of Adidas brand value on the football equipment market Objectives:The main objective of this thesis is to find out how football equipment consumers perceives the value of the Adidas brand, especially active players on the performance level. Another objective was to identify the position of the Adidas brand in comparison to competing brands, to determine its strengths and weaknesses and propose measures that would lead to increase its value from the customer's perspective. Methods: The method of quantitative research was used in this work. It was necessary to collect primary data for this research, because there are no available secondary data for researched problem. Electronic questioning was used for data collection and selection of respondents was done by partialy influenced selection. Sample size was defined to at least one hundred respondents. Results: The research brought generally very positive results for the Adidas brand. It was found out that almost 90% of respondents have personal experience with football equipment of Adidas brand. Together with Nike brand, Adidas was evaluated as the most popular brand of football equipment. It was also found out that the two most important criteria that respondents take into consideration when they are buying football...
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Development of Competitiveness of Company
Danielová, Kamila ; Ing.Žaneta Homoláčová (referee) ; Zich, Robert (advisor)
The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.
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Proposal of Marketing Strategy of Schwarzwolf Outdoor Brand
Jaroš, Martin ; Kaderka, Tomáš (referee) ; Chalupský, Vladimír (advisor)
The thesis describes a proposal of iMi Partner, a.s. marketing strategies for entering new markets with Schwarzwolf outdoor brand. The proposal section contains a summary measure for the achievement of expanding the product into new markets and for strengthening the brand. The proposed section is preceded by a strategic analysis of external and internal environment of the company. Part of this work is devoted to the marketing as its theoretical starting point.
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