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Rebranding of the Czech Republic
Čejpová, Ilona ; Mikeš, Jiří (advisor) ; Valentová, Jana (referee)
Czech Tourist Authority, CzechTourism, decided in 2011 to start a longterm process of destination brand rebranding.The aim of this thesis is to evaluate and analyze the effectiveness of the activities carried out so far in all steps.The thesis is divided into several parts, the first part concentrates on brand and image of the country, the second part is focused on corporate identity, the content of the third chapter is a theory about rebranding. Practical part contains a sum of activities and events throughout the history of the country affected the brand as well as the reasons for the rebranding and problem areas. In conclusion various steps of CzechTourism and designs of visual identity are evaluated and analyzed and a few next steps are recommended.
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Is Jiří Dvořák More Employable than Demeter Lakatoš?
Marek, Tomáš ; Houdek, Petr (advisor) ; Koblovský, Petr (referee)
Thesis presents experimental evidence for statistical discrimination on Czech labour market. The first research is based on sending false curriculums vitae with both typically Romany and typically Czech names. It has been written to 256 work announcements and more than 60 % answers were received. The discrimination of Romany people has been proved in more than a half of the cases. The second research, in the form of a questionnaire, was targeted on employers and people who offer jobs. More than 95 % of respondents think that Romany nationality plays an important role for an applicant. Almost two thirds are convinced of discrimination on the Czech labour market and 11% confessed themselves to discrimination. Research also elaborates the causes of the discrimination. The respondents see the reasons in insufficient education of Romany people, their lack of persistence when looking for a job and statistical discrimination of Romany minority.
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