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Perceived brand value among students of Czech universities
Benedikt, Jiří ; Kališová, Libuše (advisor) ; Zamazalová, Marcela (referee)
The perceived brand value consists of brand's recall and recognition, perceived quality, customer loyalty to the brand and other factors. These factors, together with other associations and values are researched in this thesis on four Czech and four foreign brands among students of Czech universities. The aim is to compare and evaluate results of the research of brands in different branches of business and to find its strengths and weaknesses.
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Building brand Four Seasons
Madarová, Kateřina ; Halík, Jaroslav (advisor) ; Homola, Otokar (referee)
Cílem práce je přiblížit problematiku budování značky společnosti poskytující hotelové služby. V první části se práce zaměřuje na teoretická východiska budování značky, vysvětluje základní pojmy a vazby mezi nimi. V druhé části je teorie aplikována na konkrétní příklad hotelu Four Seasons. Popisuje strategii budování značky od jejího počátku jak ji vytvořil zakladatel hotelu Izadore Sharp až po její zabudování do každého hotelu ve světě. Na závěr uvádí výsledky průzkumu mínění o značce Four Seasons v České republice získané na základě dotazníku.
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Vnímání jednotlivých značek notebooků českým spotřebitelem
Líbenek, Petr ; Pincová, Eva (advisor)
Cílem práce je formou dotazníku získat data, která následně na základě svých praktických zkušeností a poznatků porovnám s realitou. Reálné poměry na českém trhu s notebooky se pokusím nastínit v první, teoretické části své práce a následně vyvodím závěry. Cílem práce je nastínit situaci na českém trhu s notebooky a především chování a vztah spotřebitelů k jednotlivým značkám notebooků. Zjistit úroveň informovanosti spotřebitelů v této oblasti.
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Analysis of the communication mix of L'ORÉAL
Příhodová, Lucie ; Zamazalová, Marcela (advisor) ; Procházka, Jan (referee)
This diploma thesis deals with the communication mix of Garnier, one of the most famous global brands of the cosmetic company L'Oréal. The goals are to analyze brand's communication , especially TV advertisments and their effects. The main goal is to find out more about consumer perception of the ads and brand as such. The thesis also contains my own marketing research on the main topics mensioned above, which basically means revealing the communication effects of the TV ads.
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The proposal of the optimal type of e-communication for the division of microscopes and industrial endoscopes of the Olympus company
Dobiášová, Olga ; Postler, Milan (advisor) ; Lukeš, Ivo (referee)
The graduatin thesis is devoted to implementation of the new model of e-communication for the division of microscopes and industrial endoscopes of the Olympus company. The first part includes theoretical essentials for the elaboration. The terms concerning marketing and commerial communications are explained in it, such as the differences between the purchasing process of the consumer and the companies, the topic of brand management is also mentioned and situation analysis and in the end general rules of comercial communications and e-marketing ale discussed.The aplication part describes the history of the Olympus company, its situation analysis and SWOT analysis of the division of microscopes,the procedure of creating the clients database, development of forms of the commercial notes sent and also the results of the first and second e-mailing realized. As the conclusion the recommendations to the future are indicated.
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Sunsilk - Analysis of Brand Strategy
Mackovičová, Lucia ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
The purpose of this document is to analyse strategy, activities and reasons of a bad success of a global hair cosmetics brand Sunsilk in Czech Republic. International success of the brand, its very successful start in Czech market and a positive brand image profile soon after the launch in 2003 were about to make Sunsilk a big brand in Czech republic. The brand was innovative and had creative and very well accepted activities and communication. However in 2005 the progress stopped and Sunsilk started to lose its sales, market shares and positive brand profile attributes. Today the Sunsilk products are being delisted in a major of key accounts. The analysis contains description and evaluation of launch of the brand in Czech hair care market, overview of projects of the brand in 2004 -- 2007 and evaluation of communication of Sunsilk in this period. The stress is put on new launches, portfolio changes and communication, inconsistency of which is considered as a main reason of the brand's bad success. The analysis contains a comparison of brand image profiles of Sunsilk and its competitors and efficiency of communication in terms of investments. As a part of the document price development and portfolio changes analysis of Sunsilk are considered.
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