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Differences in the perception of the brands adidas and Nike by Swedish and Czech consumers
Chudá, Eliška ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Differences in the perception of the brands adidas and Nike by Swedish and Czech consumers Objectives: The goal of my bachelor's thesis is to find and describe specific differences between Czech and Swedish consumers in terms of their views on two sports brands adidas and Nike. A sub-objective is to evaluate the results for each country separately. Methods: A quantitative method was used to collect and gather data for the bachelor thesis. Two electronic questionnaires in Czech and Swedish were made to find out the perception of the brands adidas and Nike. The results of the questionnaires are captured in graphs and tables and then a comparison is made. The translation was done using direct modified translation. Results: The research shows that brands are perceived very positively in both countries. Czech athletes have a slightly more positive attitude towards brands, Swedes have a more neutral one. There was a similarity in the evaluation of the influence of selected characteristics for both brands in the compared countries. Keywords: sports brand, Czech Republic, Sweden, customer perception, comparison, brand equity, brand positioning
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Development of Competitiveness of Company
Danielová, Kamila ; Ing.Žaneta Homoláčová (referee) ; Zich, Robert (advisor)
The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.
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Brand Management of a Selected Brand
Daly, James ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.
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Development of Competitiveness of Company
Šohajová, Kristýna ; Hudáková, Markéta (referee) ; Zich, Robert (advisor)
The main goal of the bachelor's thesis is to develop a proposal for brand expansion measures to a new market with an emphasis on strengthening the competitiveness of the brand in the market. The theoretical part includes theoretical background, which is based mainly on the methodology of the authors Ko Floor and Keller. The analytical part focuses on the evaluation of the current potential of the brand and the analysis of competitors in the planned market. Following the performed analyzes, measures in the area of communication leading to the expansion of the brand are proposed in the design part.
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Proposal for Strategic Brand Development Activities
Tvarožková, Klára ; Havíř, David (referee) ; Zich, Robert (advisor)
This thesis focuses on proposals for strategic brand development activities of a Brnobased startup operating in the global market of elemental analysis. The thesis will present theoretical background focusing on the areas of brand, business model, market, competitors and customers. The analytical part examines the current market situation, the competitors' approach to brand development and the existing brand of the startup itself. The proposal part of this thesis creates a possible model for brand development along with suggestions for implementation and increased awareness.
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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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Development of Competitiveness of Company
Šohajová, Kristýna ; Hudáková, Markéta (referee) ; Zich, Robert (advisor)
The main goal of the bachelor's thesis is to develop a proposal for brand expansion measures to a new market with an emphasis on strengthening the competitiveness of the brand in the market. The theoretical part includes theoretical background, which is based mainly on the methodology of the authors Ko Floor and Keller. The analytical part focuses on the evaluation of the current potential of the brand and the analysis of competitors in the planned market. Following the performed analyzes, measures in the area of communication leading to the expansion of the brand are proposed in the design part.
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Marketing strategy for introduction period of new product Xanil on the Czech pharmaceutical market
Popelová, Tereza ; Čáslavová, Eva (advisor) ; Petrová, Helena (referee)
Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy
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