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Utilization of Branding in Marketing Communication of Company
Šeda, Marek ; Provazníková, Lenka (referee) ; Mráček, Pavel (advisor)
The diploma thesis deals with an area of rebranding and brand management in a chosen company. The theory section describes the characteristics of the brand concept and its related terms. The practical part focuses on analysis of the current situation of marketing communications and brand management within the company. Based on this analysis, the recommendations are proposed to help resolve the current issues in the analysed organisation.
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Development of Brand of Company
Benedikovičová, Lucia ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The bachelor´s thesis is focused on branding of company selling musical instruments. The first part of the thesis deals with theoretical knowledges. In the analytical part is application of theoretical knowledges on the observed company. Based on elaboration of individual branding elements of the company and competition, are processed activities suggestions for brand development of the company.
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Proposal for Effective Firm´s Communication by means of Branding
Alexová, Veronika ; Kaňovská, Lucie (referee) ; Konečná, Zdeňka (advisor)
This bachelor´s thesis deals with principles, forming, measuring and increasing brand equity. It targets the marketing concept of the brand and underlines brand perception by end consumer. Its aim is to apply comprehensive knowledge of strategic brand management, carry out Red Bull case study, perform marketing research by question-form method and through interpretation of the results make a proposal for communication strategy.
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Image of the Orbit Brand within the Czech Market Environment
Papežová, Zuzana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
Master thesis named Image of the Orbit brand within the Czech market environment analyses the perception of this chewing gum brand Orbit within end customer. This perception is examined on the basis of the analysis of the brand elements and brand communication and through the field research. The work contains one theoretically and three practically focused chapters. The first chapter provides the theoretical background necessary for understanding the importance of the brand and its image. The performance of the company Wrigley, the chewing gum market description and marketing communications of brand Orbit are the essence of the second chapter. The third chapter consists of the process of the questioning and provides its assessment. The final chapter summarizes the results by using the SWOT analysis and provides the evaluation of outcomes and includes recommendations.
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Brand Personality in a Social Networking Environment
Kučerová, Kristýna ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.
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The concept of a brand identity in the Czech Republic
Mužíková, Iveta ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Strong brand is a significant element of the differentiation in the highly competitive environment. The first step in the systematic brand building is to define its identity, which ensures the consistency of a brand over time. The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by using conceptual content analysis. Qualitative research was used to find out approaches to the brand identity of czech consultants. Results of the qualitative research and the synthesis of the theoretical and practical part revealed that czech consultants get inspired from abroad, where some of them use models and some of them approach to defining brand identity instinctively. The master's thesis brings the primary insight into this field within the Czech Republic and can be used as a base for mapping the whole situation in the Czech Republic.
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Communication design of a new textile home decor brand
Vrabcová, Jana ; Vondra, Zdeněk (advisor) ; Bedřichová, Petra (referee)
The subject of this bachelor thesis is the communication design of a new textile home decor brand. The main purpose of this thesis is to define the brand essence according to the theoretical concepts with emphasis given to the meaning, elements, identity, brand equity and individual brand building and managing processes. The practical part is focused on the introduction of the BV.LINEN brand with description of the design of its communication concept including identity, elements and positioning based on the theoretical knowledge and own analysis results of target group characteristic and competitive brands.
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Brand Image and Brand Identity
Lukavská, Klára ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.
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Analysis of the position of premium and luxury car brands on the Czech market
Huťťan, Tomáš ; Průša, Přemysl (advisor)
Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech market.
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Brand building draft of new textile brand
Dolanská, Barbora ; Průša, Přemysl (advisor) ; Chmelař, Petr (referee)
The theme of this bachelor thesis is Brand building draft of new textile brand. First part is aimed at description of brand, elements of brand, brand identity, brand positioning and its vision. Practical part is focused on draft of my own brand, which includes specific presentation of particular brand elements, brand vision, its identity, brand positioning and last but not least marketing communication, price strategy and distribution plan.
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