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Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
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Nation Branding of Middle East Countries: The case of Saudi Arabia
Kolská, Martina ; Soukeník, Štěpán (advisor) ; Shavit, Anna (referee)
Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary,...
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Návrh na zlepšenie pozície malých a stredných podnikov na trhu športovno-módneho tovaru
Aľakša, Matej
This diploma thesis deals with design, application and evaluation of individual tools and activities aimed to improve the market position of small and medium-sized enterprises in the sport/fashion sales industry. The goal of this thesis was to evaluate the applied techniques, tools and activities in terms of their usefulness and success, and, if successful, to recommend their use for more companies in the given industry. The evaluation was based on the results of internal activities, which were designed for and applied to the monitored company. The thesis is composed of the theoretical part, which deals with literature search and is based on Czech, Slovak and foreign literature, and a design part that was applied in practice.
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Rebranding of brand Tonak a.s. (2015-2017)
Jůzková, Marie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of this thesis is to describe the rebranding process and evaluate the communication activities of Tonak a.s. company between years 2015 and 2017. First part explains the theory of branding and rebranding, how these two theories are used by Tonak in this process, and which tools of branding were altered. Main changes explained in this thesis are in value of the brand, price, and its design. Further, this thesis introduces the new communication plan connected to the rebranding of the Tonak company. Tools of marketing communication were identified, and specific examples characterize in which way the company applied these tools. The thesis focuses on the relevance of rebranding and specifically chosen communication tools that evaluate the propriety of Tonak company proceeding.
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MINI Brand and its Rebranding on the Czech Market
Laškodyová, Ivana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis is focused on analyzing MINI brand on the Czech market, consumer brand awareness, historical development of the brand and current local marketing strategy and marketing communication. The thesis also includes the definition of the target group, main competitors and brand values. The aim of the thesis is to analyze changes which led to the processes of rebranding in the last years. The theoretical part describes MINI brand, its position on the Czech market and globally controlled rebranding. Based on the theoretical part the study of perception of the brand in the Czech Republic was carried out, with the emphasis on the changes, which the brand has been going through. Based on the collected information the appropriate recommendations were proposed. The conclusion contains suggested improvements for the future prosperity of the brand.
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Architecture 3M of brands and their applications, “Case study 3M” – the perspective of B2B subjects and internal specialists and marketing personnel of 3M
Vojta, Jan ; Machek, Martin (advisor) ; Kolařík, Jiří (referee)
Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.
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Rebranding communication using PR tools on the example of ŠkoFIN company
Piškulová, Alžběta ; Šoltys, Otakar (advisor) ; Hrabánková, Markéta (referee)
This thesis aims to describe the process of rebranding SkoFIN (Volkswagen Financial Services) and especially its communication through PR tools. ŠkoFIN was present at the Czech market since 1992 and after 23 years decided for a complete rebranding of the company. It changed not only the name but also the logo and corporate colors. The thesis analyzes used PR tools, puts them in the context of marketing campaigns and deals with generated media articles. It also contains the analysis of public opinion using a questionnaire survey. This thesis focuses on the analysis of media articles and a way of perceiving the changes by public.
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The rebranding of Kofola and the analysis of its communication strategy in the years 2001-2012
Štarman, Ondřej ; Klimeš, David (advisor) ; Shavit, Anna (referee)
In post-revolutionary years on the Czech market there was a resurgence of some domestic brands which benefited from its socialist past. These certainly include Kofola which, however, chose an innovative approach to re-build the brand consisting in the use of new themes in communication. This bachelor thesis describes the theoretical basis of rebranding and application possibilities to the specific case such as a resurgence of a socialist brand. The paper also describes the communication strategy of Kofola which illustrates innovative approaches in the communication. The work also includes a survey which explores perceptions of the Kofola communication messages and perception of concrete brand elements which has changed during the rebranding. The assessment of the whole rebranding process and subsequent communication strategy appears in the end of the paper. There is also a recommendation for Kofola - which elements should be used in the communication of the brand. This recommendation is made on the basis of the aforementioned survey.
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