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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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Use of corporate philanthropy to strengthen the brand value
Nováková, Veronika ; Zamazalová, Marcela (advisor) ; Vyhnánková, Klára (referee)
The theses works with company social responsibility in a banking sector, it's reporting and with a way it influences total brand value. The theoretical part is focused on description of social responsibility and company's philantropy with a emphasis on it's benefits for a company. Special parts are dedicated to possibilities of brand value evaluation and also to a new EU directive on non-profit report. Practical part of the research is focused on Česká spořitelna, her activities in the field and it's management. The author measures an influence of ČS CSR activities on general brand awareness among both groups employees and customers. The author uses explorative probe. The author also offers some recommendations for more effective CSR management and it's use for brand value strengthening based on the results of the research.
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Image of the brand Kérastase Paris
Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee)
The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.
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Market position of a private label
MICHLÍKOVÁ, Michaela
That bachelor´s thesis is about the issue of private brands, specifically market position of this brands. The main aim is to determined the appropriate recommendations to develop private labels for selected retail trade on the basis the behavior of it's customers. The theoretical part explains the most important terms related to issue of private brands and the practical part is dedicated to realization of marketing research. The outcome of this thesis is a recommendation for improving the status of private labels in the particular retail trade.
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Social Media as a New Instrument to Influence Brand Value
Sizikova, Evelina ; Král, Petr (advisor) ; Jurek, Martin (referee)
With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.
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Starbucks brand building
Chigovanina, Valeriya ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee)
The aim of this bachelor thesis is to find out, what we should know and undertake to build a strong brand. In the theoretical part there is information about the brand in common (what is it, what kinds of brand there are etc.), as well as characteristics of processes of brand building and management and its components. The practical part deal with Starbucks brand building, as an example for the previous part.Here there is also information about history of this corporation, its performance on the global coffeehouse market, and there are also particular data about Starbucks' rate of success on the Czech market, its local competitors, customers and problems of this coffeehouse chain, that were revealed through the author's research. There is also suggested a way, how to eliminate these problems.
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