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The potential of branding in the hotel industry
Dufková, Kateřina ; Bakos, Tomáš (advisor) ; Valentová, Jana (referee)
The aim of this diploma paper is to discover if integration of hotels into hotel chains and hotel group is for the hotel industry the right direction. The first part defines what a brand is, why is created by companies and how a brand should be managed. Afterwards, brands strategies are identified. The paper describes possible ways of cooperation between hotels and hotel groups and tries to find out if this cooperation is beneficial or not. The last part of the paper is about Carlson Rezidor Hotel Group, Park Inn by Radisson and about hotel Park Inn Prague. The brand Park Inn by Radisson is analyzed on the basis what was discovered in the first part of the paper. The most significant advantages and disadvantages of hotel's cooperation with hotel group are identified. The paper ends with a statement that integration of hotels into hotel chains and hotel groups is very important and is therefore the future of the hotel industry.
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Influence of Fairs and Congresses on building destination image of the Czech republic
Vokounová, Barbora ; Mikeš, Jiří (advisor) ; Indrová, Jarmila (referee)
This diploma thesis analyses the influence of fairs and congresses on destination image. Marketing knowledge in field of branding and image is used as well as theory of tourism and destination marketing. As interdisciplinary approach proposes, fairs and congresses are understood as factors influencing the destination image through various agents. Not only general direct benefits but also variables participating on image transfer of congresses and fairs to destination image are described. Target group performing the strongest influence is identified. Review of contemporary fair and congress industry together with real situation examples demonstrate the transfer of associations. The diploma thesis suggests measures on the base of gained theoretical and practical knowledge, which could help in development of fairs and congresses to strengthen the positive influences on destination image.
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Brand management of the choosen brand
Csiriková, Kateřina ; Postler, Milan (advisor) ; Závodná, Zuzana (referee)
Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.
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The Artist as Branded Goods
Forejtová, Veronika ; Postler, Milan (advisor) ; Johnová, Radka (referee)
The theoretical part is explaining the concept of brand, defines the differences between the brands and "brand", as well as the differences between the brands and the products. Also points to the importance of brands in marketing, types of brands and their elements. The greatest attention is paid to branding, priority of today's marketing. It focuses on the description of the main steps of the strategic brand management. Followed by a theoretical insight into the topic of art, marketing specifications in showbusiness, and outline of the contemporary art market, including the legal binding. Following the theory and the facts established in it, the practical part is set on monitoring a particular artist in the terms of application of principles of brand building. Thesis does not aim to provide an exhausting list of information from different areas, but rather to point out the possibilities of linking brand strategies and the arts. The goal is to assess whether the success in the field of art is linked with the quality of brand management strategy.
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Line extension of Lucky Strike
Boháč, Radim ; Postler, Milan (advisor) ; Kadlec, Libor (referee)
The aim of this thesis is a detailed analysis of marketing plan for line extension of Lucky Strike on Czech tobacco market. The theoretical part will be focused on the analysis of a brand, proccess of strategic brand management and marketing planning. The practical part is dedicated to positioning and marketing plan of Lucky Strike.
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Brand management of selected brand
Machová, Markéta ; Průša, Přemysl (advisor) ; Kraus, Karel (referee)
The thesis engages in the subject of brand management. The objective of the thesis was to conceive the subject of brand management and to apply the knowledge gained to a particular brand, i. e. to analyze and critically evaluate current brand management of the brand selected and to suggest recommendations for leading the brand in the future. The theoretical part of the thesis focuses on brand, brand elements and functions and engages in particular phases of the brand management process. The practical part of the thesis introduces the market of the chosen brand, the brand producer and the brand itself. The practical part also includes evaluation of survey concluded. The final part of the thesis engages in describing and evaluating the current management of the brand selected and in composing recommendations for leading the brand in the future.
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The use of social networks potential in promotion products and services
Biath, Roman ; Barton, Monika (advisor) ; Kučera, Dušan (referee)
This thesis deals with the topic of social media, more specifically social network websites and their potential use for marketing purposes at the Czech market. The aim of this thesis is to prove that social network sites are an ideal place to build a relationship with customers, however, they are less suitable for selling products. The main contribution of this work is in assessing the social network site with the greatest potential for building relationships (Facebook) and further in deciding whether its potential for selling products and services directly from the site might have any significance for companies. The theoretical section includes comprehensive definitions and insights necessary for better understanding of the principles of social media environment. The analytical section compares selected social network sites and by using quantitative research methods analyzes the appropriateness of one of them -- Facebook - as sales or communication channel. In the last section I will be trying to suggest an improvement in social network communication.
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Museum branding
Siegelová, Inka ; Tyslová, Irena (advisor) ; Novák, Zdeněk (referee)
This bachelor thesis addresses a branding of cultural institutions. At first it defines basic elements of branding and their specifics regarding museum s. The practice part of the thesis describes two significant culture institutions - Tate and the National Gallery of the Czech Republic, from the time of the foundation to the present date situation. Following part of the thesis is based on the questionaire survey supposed to confirm or disprove hypotheses established in the introduction. The research deals with the public view of the National Gallery brand. The conclusion is based on the information obtained by the research. At the very end of the thesis there are several suggestions on how to improve the institution's branding.
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Food quality in the Czech market - regional food
Zanklová, Ivana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This work deals with the labeling of food quality marks in the EU and the Czech Republic with a focus on Regional food branding. The first chapter describes the labeling of quality brands in the EU and on the Czech market. The second chapter describes the brand and Regional food competition. Then there is the evaluation of our own research on these brands. The last chapter is devoted to creating a new marketing strategy for the store Jednota, consumer cooperatives in Toužim.
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