|
|
Brand Image Building in the Sphere of Culture
Ottová, Michaela ; Tomek, Ivan (advisor) ; Maurer, Pavel (referee) ; Mathé, Ivo (referee)
This work reflects the possibilities of utilization of marketing commercial principles in Czech non-mass culture area. It gives basic information about the ways of brand and image building, the possibilities of their utilization and the risks arising in cases of neglecting the care of image and distinctness of the subject. It shows how the brand and its image are important not only in the field of commercial trade, but also in the cultural and artistic area. The work shows that the brand doesn?t have to be a company, but also personalities and artists. It deals with the specifics of culture, its profit area and non-profit sector. It deals with the example of Czech multigenre progressive scene ? Archa theatre. It explains the contributions of culture for the progress of the economics and for the society as such. It discusses communication, ?message? and the role of cultural subjects towards the society.
|
|
|
Modern Methods in Marketing
Jandová, Pavlína ; Hesková, Marie (advisor) ; Tomek, Ivan (referee)
Traditional marketing methods are losing their effectiveness and credibility. It has been worse and worse to communicate with customers, and marketers are therefore looking for new techniques and way how to appeal buyers. They turn to the use of modern marketing methods, which typical features are possibility of accurate targeting and low costs, and, also, the fact that they are still not considered being a classic promotion. In the theoretical part of the diploma thesis the alternative marketing forms are described; word-of-mouth, product placement, guerilla marketing, mobile marketing, event marketing and social marketing. Their main features, forms, pros and cons are analyzed, and a practical example is included. The analytic part of the work is dedicated to a company of Budějovický Budvar, n. p. and a launch of a new product Pardál to the Czech beer market at the beginning of 2007. This very important step in the history of the Budějovický Budvar brewery was preceded by a detailed company strategic marketing analysis. This resulted in a decision of an unusual and original new product development and brand launch based on event and buzz marketing principles. The opportunity to influence the final attributes of the new product was given to the very customers -- beer drinkers. They participated in a project called "My New Beer" where the final taste and name of the beer was determined, and they also cooperated at a launch communication campaign of the Pardál brand in the Czech Republic. Significant sales and marketing results were achieved, and the unoriginal product development process and its marketing have been discussed by marketing specialists and professional media since. The brand has entrenched in the Czech beer market and has strengthened its position.
|
guest ::
