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Proposal for Brand Development Framework for Small Company
Válka, David ; Milichovský, František (referee) ; Zich, Robert (advisor)
Tato bakalářská práce je zaměřena na rozvoj značky pro Pana Jaromíra Zeisela, který poskytuje služby v oblasti rekonstrukcí a výstavby domů pod současnou značkou RDI. Pan Zeisel působí jako živnostník od konce roku 2022 a jeho primárním zaměřením jsou renovace osobních domů. V teoretické části budou probrány důležité pojmy v oblasti brandingu a také role značky v rekonstrukcích/stavbách. Analytická část práce se zaměřila na značku samotnou a na posouzení její vizuální identity. Externí analýza se zabývá brandingem konkurenčních renovačních podniků a porovnává identitu jejich značky a komunikaci. Návrh rozvoje značky byl vytvořen na základě informací shromážděných v analytické části a bude obsahovat návrh vizuálního vylepšení a návrh definice rámce značky.
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Proposal for Strategic Brand Development Activities
Gášpárová, Kristýna ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
The thesis focuses on the development of the Czech Republic Army as a brand and the strengthening of its reputation. Within the scope of the thesis, the foundations for the successful development of a theoretical framework suitable for building the brand of non-commercial organizations will be defined. The analytical part will be dedicated to the approaches to branding of the Czech Republic Army and other selected foreign armies. Attention will also be paid to other relevant areas that have an impact on brand perception. Based on the analyses conducted, proposals will be developed to enhance the perception of the Czech Republic Army as a modern, innovative, and reliable organization that is also an attractive employer.
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Proposal for Brand Development
Ludvík, Matyáš ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalářská práce se zabývá rozvojem značky u začínající firmy Prostěvize s.r.o., která se zabývá home stagingem, což znamená příprava nemovitosti, před prodejem na realitním trhu. V práci je sepsán teoretický koncept, který je vhodný pro rozvoj společnosti a její značky. Jako první je analyzovaná současná situace společnosti, poté její značka, konkurence a také názory klientů. Všechny tyto poznatky jsou použity pro návrhy, které mají za úkol rozvíjet značku společnosti Prostěvize s.r.o.
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Proposal for New Brand Development
Tomanka, Peter ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalárska práca sa zaoberá problematikou strategického rozvoja značky klasického mužského obliekania. Práca je rozdelená do troch častí. V teoretickej časti sú vymedzené teoretické východiská, ktoré slúžia na vytvorenie a budovanie stratégie značky. Po vymedzení teoretických poznatkov, nasleduje analytická časť. Táto časť sa zaoberá prieskumom trhu a potenciálnych zákazníkov. V práci sú spracované výsledky analýzu trhu. Tieto výsledky slúžia ako základ pre tvorbu návrhovej časti.
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Proposal for New Brand Development for Own Business Project
Šviha, Richard ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalářská práce se zaměřuje na strategický rozvoj mé značky, Pastelle Apparel, která se pohybuje na trhu se stylovým, značkovým oblečením. Značka se nachází na úplném začátku své existence, proto tato práce postihuje veškeré aspekty jejího vzniku, společně s kompletní vizí její realizace. K dosažení a navržení konečné podoby značky je využita řada teoretických modelů a výzkumných metod zaměřených jednak na samotný koncept značky, na charakter zákazníka, jejich vnímání naší značky a následně náhled na konkurenci na tomto trhu. Výsledky a uplatněné metodika jsou klíčové pro realizaci a navržení konečné podoby mé značky.
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Proposal for Brand Development Activities
Knopp, Ondřej ; Straka, Martin (referee) ; Zich, Robert (advisor)
This diploma thesis covers the topic of brand development of a Moravian engineering company’s product – a light, two-seated sportscar, designed by SIGMA Motor Ltd. for recreational use, as well as for competing on racetracks. In the first part of this thesis research is done to define the concepts used in market research, brand development and management. The second chapter of this thesis covers the strategic analysis of the company itself, its competitors, and other elements of its environment. The third chapter contains a proposal for a new brand identity and a set of recommendations for its further development, including a recommended communication strategy.
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign
Pospíšilová, Andrea ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The bachelor's thesis "Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign" discusses the problems of marketing communication and the positions on the market of five selected sport-luxury brands with the concentration on the campaign Mestri di Sci of the brand Vist for the season 2012/2013. The term "sport-luxury brand" is delimited in the first half of the thesis and the sample of five ski brands (Bogner, Descente, Sportalm, Vist and Kjus) is chosen on its basis. These brands will at first undergo the analysis of the positioning within segments of luxury, sport, lifestyle and then they will undergo the description and mutual comparison of the applied marketing activities. The other half of the thesis is concerned with the campaign Maestri di Sci of the brand Vist. The visual aspect of the project will undergo an elaborate analysis founded on a semiotic analysis. Subsequently, the previous campaigns of the brand Vist are introduced as well as a visual characteristic of the rival ski brands, and at the same time both these realms will submit a comparison with the campaign Maestri di Sci.
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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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