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Brand Management
Polách, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
In the first part of my bachelor's thesis on the theme "Brand management" are explained the theoretical aspects of brand management and this part also determines the basic concepts in this issue. The practical part of this bachelor's thesis deals with brand building and also with brand management in the company ALFUN Inc. In the last section are described in detail and explained the basic methods of brand valuation as an intangible asset.
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Design of the library curriculum from A to Z
Škyřík, Petr
Tato přenáška je na pomezí designu služeb, managementu a vzdělávání. Rád bych v ní představil aplikovaný myšlenkový model, který uplatňuji při tvorbě knihovnického kurikula u nás na KISK. Domnívám se, že to může být poučně/inspirativní/odstrašující pro všechny, kteří řídí nějakou instituci či projekt. Pár klíčových pojmů: Analýza zájmových skupin, Benchlearning, Budování značky, Hodnotová analýza, Kaizen, Organický růst, Porucha paměti, atd. :)
Slides: idr-596_1 -  PDF
Video: idr-596_2 -  MP4
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Brand building of SCA Packaging
Velínová, Monika ; Halík, Jaroslav (advisor) ; Dibelka, Jaroslav (referee)
The aim of my final thesis is to explain important terms which the marketers should know while wanting to build the successful brand. I would like to outline terms as promotion, distribution, indentity and brand value. Furthermore I willfocus on terms such as marketing mix and its parts. The aim of the practical part is to present the firm SCA Packaging and to compare the theory with brand building of this firm.
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The corporate brand building
Wisterová, Veronika ; Odehnalová, Jitka (advisor) ; Olléová, Michaela (referee)
The target of this master's thesis is to follow the process of corporate brand building of the company Starkl zahradník, to analyse it and to suggest possible improvements. The thesis is divided into four main sections. The first section deals with the theoretical aspects of the corporate brand building. The second section observes the process of brand building of the brand Starkl zahradník. The third section deals with the survey that was carried out and analyse its results. This survey was performed by a questionnaire which was focused on the image and awareness of the corporate brand Starkl zahradník. Then the image was compared with the positioning of this brand. In the last section there are suggested recommendations for improvement of the corporate brand building of the brand Starkl zahradník.
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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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