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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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Analysis of the position of premium and luxury car brands on the Czech market
Huťťan, Tomáš ; Průša, Přemysl (advisor)
Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech market.
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Regional brand perception
PŘÍVĚTIVÁ, Iva
Bachelor thesis is aimed at the analysis of regional brands, specifically on perception of regional brands. The target of thesis is to analyse and suggest changes in the identity of this brand by using different marketing tools. In literary research, the primary attitude to the brand, the value and the management of the brand is described. The practical part is dedicated to chosen region and regional brands inside the region. Furthermore, the certification of products and services is discussed. The marketing research is focused on the awareness of consumers about regional brands and their popularity, specifically of the "Šumava originální produkt" brand. The questionnaires and structured interviews with brand holders are used to achieve this aim. It was found that the brand the "Šumava originální produkt" is perceived as less known brand. It was designed option to spread brand awareness. By using QR code, contest or mobile applications.
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Regional brand perception
NĚMCOVÁ, Lucie
The thesis is focused on analysis of selected regional brand perception. The aim of this work is propose changes in brand identity. The theoretical part describes basic concepts, procedures and opinions of individual authors on the brand issues. The intention is to compare these different views. The thesis uses methods of qualitative and quantitative marketing research. The marketing research gives information by consumers and brand users. At the beginning of the research, hypotheses were determined. The practical part presents results of the survey, which objective was to find out perception by consumers. Beside, structured interviews present attitude of the brand users. Recommendation in brand identity is based on the analysis of marketing research.
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Building brand awareness and image of Horský pramen
Finsterlová, Lucie ; Průša, Přemysl (advisor) ; Čech, Michal (referee)
This bachelor's work is aimed at creating brand awarness and image of Horský pramen. The main aim of this work is to analyze awareness and image of brand at target group which consists mainly of parents in maternity leave and sportsmen, using results from own on-line questionary. Parents in maternity leave and sportsmen are the main target groups of chosen brand Horský pramen. Other task is to suggest solution to improve the awareness of this brand, again using questionary. This work is divided in theoretical and practical part. Theoretical part defines basic terms concerning problems and brand building, further it describes its image, value and ways of measuring and communication. Practical part characterizes researched brand which is also part of marketing research realized by on-line questionary.
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Trademark as an Intangible Asset of a Firm
Bukač, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
The theoretical part of the thesis on the topic of "Brand as an intangible asset of the company," explains and describes the main concepts, tools and methods that relate to this issue. Listed are primarily theoretical knowledge of the brand and its elements of its value, positioning and various methods used for calculation of the value of the brand. The practical part allows the use of theoretical knowledge in the field of brand valuation and subsequent application to a specific example in the context of the selected company. The aim of this section is to introduce the company EPACK Ltd. and elements of the brand, which the company uses. The last step will be presented and described the methods used valuation of intangible assets and calculated values to the methods used.
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