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The Analysis of Image of Land Rover Brand in the United Kingdom in the years 2011-2014
Mühlheim, Pavel ; Obluk, Ondřej (advisor) ; Orban, Karol (referee)
This bachelor thesis analyses the image of Land Rover brand in domestic UK market between 2011 and 2014. This work builds on theoretical knowledge of Strategic Marketing and Brand Management, especially on the theory of building a brand identity and the theory of brand perception usually referred as brand image. Based on these theoretical findings, this thesis analysis Land Rover marketing strategy in the domestic marketplace; focusing on the organisation's brand management. The communications activities of Land Rover are further examined and described in detail. Based on the analysis of Land Rover marketing strategy and the organisation's individual communications activities the brand identity is presupposed. Using the secondary research in order to project the brand identity a hypothesis of brand image is suggested accordingly. The hypothesis is verified by the application of primary research; using the Semantic-Differential Scale. Powered by TCPDF (www.tcpdf.org)
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A comparative study of a communication strategy of brands Templářské sklepy and Bohemia within 2011-2012
Šimíková, Nikola ; Průša, Přemysl (advisor) ; Halada, Jan (referee)
This Bachelor Thesis focuses on Winery Marketing - its theory, and especially its use in practice. The major focus is a comparative analysis of two competitors in the Czech wine market - the brands Templarske sklepy Cejkovice and Bohemia Sekt - the most active in domestic wine marketing. These are first described and analyzed in detail and then compared concerning their brand identities, the history of their communication and the actual marketing activities used within the years 2011 and 2012, and also their image in the eyes of customers. This thesis focuses especially on public relations, press, internet, sales promotion and then on the activities specific to each particular brand. Within the analysis some basic theory and practical use of Wine Marketing is also described. The goal of this thesis is a comparison of the communication strategies of these two brands, its evaluation and a proposal for some improvements concerning the respective communication strategies. The practical part, attached below, focuses on the brand perception by wine consumers and wine professionals. The results should help to identify the pros and cons of these brands, their popularity among consumers and the different points of view of consumers and professionals.
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign
Pospíšilová, Andrea ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The bachelor's thesis "Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign" discusses the problems of marketing communication and the positions on the market of five selected sport-luxury brands with the concentration on the campaign Mestri di Sci of the brand Vist for the season 2012/2013. The term "sport-luxury brand" is delimited in the first half of the thesis and the sample of five ski brands (Bogner, Descente, Sportalm, Vist and Kjus) is chosen on its basis. These brands will at first undergo the analysis of the positioning within segments of luxury, sport, lifestyle and then they will undergo the description and mutual comparison of the applied marketing activities. The other half of the thesis is concerned with the campaign Maestri di Sci of the brand Vist. The visual aspect of the project will undergo an elaborate analysis founded on a semiotic analysis. Subsequently, the previous campaigns of the brand Vist are introduced as well as a visual characteristic of the rival ski brands, and at the same time both these realms will submit a comparison with the campaign Maestri di Sci.
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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Large sporting events' brand identification
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee) ; Eger, Ludvík (referee)
Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.
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Revitalization of brand Manufacture Prim 1949 (2010-2011)
Hrabánková, Markéta ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
Bachelor thesis "Revitalization of brand Manufacture PRIM 1949 (2010 - 2011)" deals with revitalization process, which is actual for the brand. The aim is present and analyze this process of revitalization. Manufacture PRIM 1949 wants to transform from traditional and consumer brand into the brand, which is successful in segment of luxury goods, through this process. The process is seen from point of view marketing communication with focusing on marketing of luxury goods. There are by descriptive method presented selected communication activities of the brand during specific period of time. These activities are analyzed in order to find an efficiency of revitalization process. The work deals with relevance of choosen communication tools and their possibility to be successful like integrated marketing communication.
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Brand Image Of Czech Olympic Team - CZECH TEAM
Čmucha, Jiří ; Voráček, Josef (advisor) ; Kindová, Alena (referee)
Title: Brand Image Of The Czech Olympic Team - CZECH TEAM Objectives: A main objective of bachelor thesis is creationing of a complex description of the brand image of the Czech Olympic Team - Czech Team. To achieve defined objective was necessary to determinate a profile of the brand, its origin, progress, functions, reasons or sense of the brand existence and brand identity. At the same time a quantitative research was executed finding out knowledge and awareness of the brand Czech Team among selected respondents and the brand personality was identified from the public view. Final part of thesis is dealt with an evaluation of results, recommendations and proposals improving the brand image of the Czech Olympic Team in the future. Methods: Information needed to create the general description of profile of the brand Czech Team was got from a representative of official marketing agency of the Czech Olympic Committee. The marketing research was carried out among selected respondents who obtained electronic questionnaires. Students of Czech universities were selected as the respondents. Keywords: brand, image, brand image, brand identity, brand personality, olympic emblem, logo, Czech Olympic Team, Czech Team, marketing research, interview, questionnaire
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Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
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