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Position of Czech fashion brands on the domestic and foreign markets
Štefanisková, Alexandra ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
This bachelor thesis focuses on the position of Czech fashion brands on the domestic and foreign markets. Its aim is to complete profiles of the selected brands using external analysis and to describe their position on the fashion market. The thesis is divided into three chapters. The theoretical part deals with a marketing concept of a brand as such, its components, and features. It also defines specificities of a brand in the fashion industry, different approaches to developing its identity, and brand positioning methods in general. The research part is dedicated to the analysis of three selected fashion brands. These brands are chosen with regard to their diversity in terms of profile and approach to communication with consumers. The practical part of the thesis is based on a questionnaire survey aimed at Czech and Slovak consumers, and examines their shopping habits and awareness of Czech fashion brands.
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Branding concept for a new photoalbum brand and its introduction on a market
Bašníková, Adéla ; Horný, Stanislav (advisor) ; Phung, Hyu Nghia (referee)
The subject of this bachelor thesis is designing a branding concept for a new photoalbum brand. The main purpose is to explain and define the importance of strong and unite brand identity, that can help build a strong brand. The practise part is about introducing the concept of a new photoalbum brand, for which new brand identity was designed, all reffering to the theoretical part of the thesis. According to the analysis of the field of competiton and definition of the characteristics of target audience, an options for publicity and advertising were introduced.
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Strategic brand communication on Instagram
Marková, Kateřina ; Láb, Filip (advisor) ; Zezulková, Markéta (referee)
The main objective of this master thesis is to describe the way Czech brands are using Instagram in their strategic communications. Instagram allows brands to share information about their products, communicate with fans and to gather feedback. This two-way communication also influences the development of a brand identity. The theoretical frame focuses on concepts related to strategic brand communications on Instagram and it describes tools and features that can be used in this process. Collaboration with influencers is also mentioned as one of the crucial strategies. Qualitative research was conducted using in-depth interviews with curators and strategists responsible for Czech brand accounts on Instagram. The sample consists of six brand accounts, representing various industries (fashion, car industry, photo products, electronics, food and FMCG). The data obtained from these interviews were divided into six groups where the role of Instagram, content creation, hashtags, the use of Instagram features, collaboration with influencers and future predictions were mainly emphasized. The results of this thesis could potentially serve as an inspiration and recommendation for smaller companies or brands that just started using Instagram in their communication plan.
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Application of Branding Concepts for Development of Competitiveness
Tesařová, Mariana ; Schüller, David (referee) ; Zich, Robert (advisor)
Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.
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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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Brand personality Škoda Auto and its influence on sponsored international sport events
Višněvský, Andrej ; Čáslavová, Eva (advisor) ; Omcirk, Vilém (referee)
Title: Brand personality Škoda Auto and its influence on sponsored international sport events Objective: The aim of this thesis is to measure the brand personality of Škoda Auto and to define its effect on the sponsored international sport events Ice Hockey World Championship and Tour de France. The level of concordance of the personality characteristics will be measured by comparing the results of brand personality between the brand Škoda Auto and the brands of sponsorship. High level of concordance of personality characteristics of brands is assumed in long-term sponsorship. Methods: To identify the brand personality, the standardized method of measuring brand personality by Belgian authors Geuens, Weijters, De Wulf 2009 is utilized, which allows to measure and compare brands of different product categories. The agreement rate of personality characteristics gets measured by comparison of averages of brand personality characteristics and regression and correlation analysis. Results: Škoda Auto is perceived as a stable and responsible brand. International sport events Ice Hockey World Championships and the Tour de France are perceived as active and dynamic brand. During comparison of averages of brand personality characteristics, a higher level of concordance between the brands Škoda Auto and Ice...
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The marketing research of the image of sports brands
Vacková, Kateřina ; Voráček, Josef (advisor) ; Čáslavová, Eva (referee)
Title: The marketing research of the image of sports brands Objectives: The objective of the inquiry is to identify the image of the 5 best known sports brands on the Czech market from the Prague generation Y point of view, whose age limit is defined by Bergha (2012). At the very end of the survey we then compare the acquired results with one another. Methods: The center of interest was the brand and how the consumer perceives it. The marketing research, used in this survey in the form of the electronic inquiry, can be assessed as quantitative with the use of qualitative techniques. It is based on studying the respondents' approach to competitive brands from one market segment. As crucial in the questionnaire was a battery of personal qualities, which was however supplemented by modified projective techniques, i.e. association tests and emotional connection of brands with colours. Results: The inquiry results show that among strongly perceived personal qualities of the examined sports brands is "trustworthy" which gives the impression of active life and health. Among neutrally perceived attributes is "exciting" and quite unapt characteristic is "aggressive". When evaluating the emotionality of the brands by means of limbic mapping, colours like black, white, blue and red predominantly dominate....
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Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014
Nykl, Jan ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor thesis entitled "Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014" describes and compares two hockey brands which participated in the Kontinental Hockey League within delineated period of time. The aim of the thesis is a comparison of two sports brands based on theoretical and practical findings. Furthermore, I would like to highlight both similar and different aspects of the aforementioned brands. In the theoretical part, the thesis presents basics of marketing and its tools, sport marketing and brand building. In addition, the profile of the Kontinental Hockey League is included due to participation of both clubs and also in order to clarify the broader context with the impact on brands. The practical part commences with an analysis of Lev Praha and then continues with Slovan Bratislava. Internal club resources, news portals and online sources were used so as to analyse these brands. The thesis describes in detail their history and identity, as well as their target groups and brand elements. Moreover, I also analyse the brand building process including information about the market and main competitors, the current state of brand and CSR activities. Lastly, the thesis focuses on marketing activities, especially on communication with fans, media, sponsors...
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Proces of Establishing and Management of Fashion Brand
Švach, Martin ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The diploma thesis "The Process of Establishing and Building a Fashion Brand" deals with the process of establishing a fashion brand, how to write its business plan and which me- thods and techniques are suitable to use to create a fashion brand. The first part of this thesis covers the issues of establishing small business, then it is explained the structure and utilization of business plan and at the end of the theoretical part is closely described fashion marketing, as well as marketing and strategic analyzes and tools, which are generally used for building brands. In the practical part of this thesis the author, according to the acquired knowledge, handles the business plan of the streetwear brand called yen3k. Author focuses on SWOT strategic analysis, market segmentation and mainly on the marketing mix. Especially the promotion part of the marketing mix is described deeply. In conclusion, organizational plan, risks assessment and financial plan are evaluated. Keywords Fashion brand, brand, yen3k, business plan, fashion marketing, entrepreneurship, branding, streetwear, brand establishing, creation of a brand, brand identity, brand building, fashion, clothing vi
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Image of the brand Reebok
Mlynářová, Kateřina ; Štědroň, Bohumír (advisor) ; Janák, Vladimír (referee)
Title: Image of the brand Reebok Objectives: The main objective of my bachelor thesis is to describe an image of a brand Reebok. To achieve this objective it was necessary to determinate a complete profile of a brand, including its origin, characteristics and position of the brand. Simultaneously, a quantitative research was executed by which means the awareness of the brand, main opinions and attitudes towards the brand among selected respondents were found. The final part is devoted to data evaluation, recommendations and proposals improving the brand image. Methods: The major part of information needed to create the general description of the brand was taken from an interview with a brand manager of Reebok in Czech Republic. The analysis of the actual estate of image was executed by electronic questioning. Keywords: brand, image, brand identity, Reebok, marketing research, interview, questionnaire
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