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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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Analysis of marketing communications of Nivea brand
Kokindová, Eva ; Říha, David (advisor) ; Marjovičová, Miriam (referee)
The main aim of this thesis is to analyze the marketing communications of the brand Nivea. The goal of the thesis is to evaluate the brand communication with strong focus on advertising and the impact it has on purchase of Nivea products. In the theoretical section defines terms such as marketing, marketing mix, communication mix and its components. The practical part is focused on the analysis obtained from the questionnaire survey.
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Brand management of the company "ZON" in the Czech market
Nováková, Vendula ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
The thesis deals with the issue of brand management and brand value. Theory is applied to the example of the brand ZON, a company from Trebic producing lemonades. In the first part, the thesis is dealing with theoretical approaches to the brand management, especially the theory of David A. Aaker and Kevin Lane Keller. In the case study theory is applied to the example of lemonade company ZON. Present company identity and positioning is introduced and a current image of the brand is researched among its consumers. Finally the thesis evaluates present brand strategy and suggests changes to improve the brand value.
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Marketing case of selected brand
Klačková, Klára ; Průša, Přemysl (advisor) ; Jánoš, Marián (referee)
This thesis discusses the analysis marketing strategy of the brand Skittles of Wrigley Com-pany, which operates in the non-chocolate confectionery market. After theoretical section, is in the practical part used theoretical knowledge on the example of Skittles brand. The analy-sis shows the possible reasons for differences in sales and popularity between Slovak and the Czech Republic and some step are recommended to improve the sales.
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Analýza značky "Fairtrade"
Němcová, Kristýna ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
Fairtrade is a relatively young brand on the Czech market that is really interesting by its nature. The mark does not seek preferentially to maximize profits from the sale, but is interested in the ethical conduct of production of the goods in developing countries and fair rewarding today often disadvantaged workers and farmers. The aim of my thesis is to analyze the Fairtrade mark on the Czech market and to reveal the brand perception by consumers based on my own research. The theoretical part is concerned with the meaning of a brand, its features, brand equity and also describes the historical development of the mark Fairtrade. In the practical part I concentrate on the real analysis of the Fairtrade and based on the results from my research I find out the overall brand image in the minds of consumers. In conclusion based on the obtained results I try to formulate appropriate recommendations, which could help the mark in the future to improve the image and the market position.
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Marketing enviroment and the introduction of new brands
Poul, Jaroslav ; Procházková, Markéta (advisor) ; Tuza, Jan (referee)
The aim is to provide a comprehensive view of the market of tobacco products. Focus is mainly on cigarette market, where I will zoom on the possibilities of DanCzek Teplice a.s., which is supplier of own brand cigarettes. Seeking answers to questions that will help company gain competitive advantage through creative solutions. The work includes a situation analysis, segmentation of target group customers, own recommendations to marketing activities. All advices must compete in real market enviroment and comply with legislative requirements.
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The specifics of marketing communications of company Red Bull and their impact on the consumer
Derenčényiová, Lenka ; Postler, Milan (advisor) ; Mečlová, Eva (referee)
This thesis examines a relationship between specific marketing activities of the company Red Bull Czech Republic and their impact on consumers (change in brand perception, change in the purchase decision-making). Further more it examines general knowledge of brand communication activities implemented by Red Bull Czech Republic. The theoretical part of the thesis describes terms such as marketing communication concepts and their forms, a brand, SWOT analysis, market segmentation. The second part identifies in detail company Red Bull and its communication activities. The third part described the competitive environment within the Czech market of energy drinks which was also a part of the following SWOT analysis. The basis of the last part of the thesis is analysis of author's own questionnaire research which was a basic source of data for the support of the paper's main objective.
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Brand communication in the Chinese market
Kubátová, Michaela ; Odehnalová, Jitka (advisor) ; Březinová, Anna (referee)
Brand communication in the Chinese market The main purpose of this thesis is to provide analysis of effective brand communication in the Chinese market and demonstrate it with practical examples. To achieve that, there are additional targets including brand definition, monitoring of communication tools and the newest ways of communication. Followed by definition of specifics of the Chinese market via culture and its influence on consumer behaviour. Many multinational firms which operate their businesses in China are not aware of differences in cultural background and regional differences. Therefore, it influences their profitability and brand perception. The thesis is divided into two main parts. The theoretical part describes brand, it's communication tools and influence of culture on brand perception. It also introduces storytelling and green marketing as useful tools in the Chinese market. The practical part focuses on China's final consumer in the B2C market and the environment they come from. It also involves regional specifics and the situation of the media market. It should serve as the basis for companies to know to whom they have to adjust their communication activities in order to be efficient and make their brands very well perceived in China.
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Selected food quality marks and their influence on consumers
Volfová, Kateřina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with food quality marks and their influence on consumers. The thesis is divided into theoretical and practical parts. The theoretical part focuses on the concepts of brand and quality. The basic characteristics of brands and the importance of brands for consumers are outlined in this section. The theoretical part further explains the conception of quality, its importance in the legislation, quality control in the food industry and labelling of quality food in the Czech Republic. The theoretical part of the work describes selected quality marks of food oriented to conditions for their granting. The practical part describes the methodology that was used for the implementation and evaluation of its own survey. Hereafter there are described survey outcomes. The goal of the thesis is to find out what is the influence of quality marks of food on consumers. The research itself thus aims at consumers of foodstuffs, their knowledge of quality marks and their opinions about this type of labelling.
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Marketing strategy of the Coolich brand
Kotrbová, Daniela ; Halík, Jaroslav (advisor) ; Sato, Alexej (referee)
This thesis describes the marketing strategy of the Coolich brand and it also intends to help to improve its situation on the market and to help to broaden its clientele. This brand is known for its handmade products. The aim of this thesis is to describe the current marketing strategy and then to suggest certain improvements. This thesis is divided into four main chapters that are represented by theoretical and also practical parts. The name of the Coolich brand and its history are presented in the beginning of this thesis. The next chapter is focused on description of the marketing mix and each part of this mix is described here in detail. At first, the product is described, together with current brand offer, followed by price and place description. At the end of this chapter the various means of marketing communication are mentioned. Then, the thesis is focused on the market situation including the consumer and competitor analysis. The last chapter is based on questionnaire and according to its results a new marketing strategy was proposed.
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