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Social Media as a New Instrument to Influence Brand Value
Sizikova, Evelina ; Král, Petr (advisor) ; Jurek, Martin (referee)
With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.
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Risk capital in international business
Kučerová, Petra ; Sato, Alexej (advisor) ; Jurek, Martin (referee)
This thesis deals with risk (venture) capital as an alternative source of funding mainly for small and medium-sized innovation-oriented enterprises. The aim of the first part is to provide an overview of the venture capital investment system. In addition to the theoretical introduction, the emphasis is on the analysis of the Czech venture capital market. Due to the membership of the Czech Republic in the EU, the Czech market is put in broader context of pan-European venture capital market and its regulation. In the final section, obstacles are identified that hinder the development of this market in the Czech Republic. Subsequently, the measures are introduced that could remedy the current situation.
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The Strategy of Customers´ Recruitmet for the Luxury Brand
Bartošová, Gabriela ; Král, Petr (advisor) ; Jurek, Martin (referee)
The theme of the diploma thesis is the specific marketing of luxury brands with focus on Diesel, parfum brand. The aim of the diploma thesis is to review principles on which the luxury brands' marketing proceeds, and what are its specifics. Theoretical findings are applied to Diesel brand, the current Diesel marketing communication is analysed as well. The main aim of the diploma thesis is to propose next steps for marketing activities of Diesel brand.
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Marketing strategy of the non-profit organization Light for the World
Procházková, Lenka ; Lhotáková, Markéta (advisor) ; Jurek, Martin (referee)
The master thesis is focused on marketing and its applicability in non-profit sector. In general, it evaluates the usefulness of marketing in a non-profit organization and also the specific issues of social marketing and its usage in this context. The various marketing tools are explained more closely. The theoretical findings are used in a practical part which is devoted to the non-profit organization Light for the World. After the presentation of the organization, the marketing practices defined in the theoretical part are applied. Based on a marketing analysis, the strengths and weaknesses of the organization are identified and the opportunities and threats are specified. A marketing research is also included and leads to an identification and description of the target segments of donors and volunteers and outlines the possible changes and own recommendations for marketing mix in the organization.
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Building brand through social networks
Búza, Ján ; Lhotáková, Markéta (advisor) ; Jurek, Martin (referee)
This bachelor thesis is focused on building brand through social networks. Its main aim is to present opportunities that arise from expansion of social networks and to persuade the reader about their importance for companies. The first part of the thesis is focused on importance of building brand and new possibilities that are now available for businesses. Later it covers basic characteristics of social networks and main conditions that have to be fulfilled in order for strategy to be successful. The last part describes application of these principles on the example of Starbucks that belongs to the most successful companies in building brand identity through social networks.
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Consumer behaviour in OTC market
Jellušová, Monika ; Král, Petr (advisor) ; Jurek, Martin (referee)
The objective of this thesis is to analyse behaviour of the consumers during a purchase of OTC drugs and to mention some factors which influence the buyers. Based on their personality, they have to choose the best option of the drug when deciding and they should consider other alternatives as well. The consumer reacts to various marketing campaigns of pharmaceutical companies and at the same time he is influenced by opinions and advice of people around. He regards as the most important people who are confidential and trustworthy. In the second part I make a research in which I would like to focus on preferences of consumers which means the reason why consumers buy certain drug and why they do not prefer some different drug which contains the same active substance. So I would like to analyse the main factors which influence the consumer during decision-making process. As well I would like to find out how much a consumer is influenced by drug's price.
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Analysis and advice of marketing communication strategy for Philip Morris company on the Czech market
Charopkin, Aliaksandr ; Král, Petr (advisor) ; Jurek, Martin (referee)
Thesis is dedicated to characteristics of marketing and communication mix, to analysis and evaluation of marketing and communication tools and processes of Czech branch of Philip Morris company and to possible advices. Thesis is divided into three parts. The first part is a theoretical one, dedicated to general marketing definitions. The second one deals with the specific of tobacco market and with extend and impacts of existing regulation. The last one describe the company this thesis is dedicated to, its tools and processes and also include the evaluation and some advices to improvement.
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Data Driven Marketing in Apple and Back to School Campaign 2011
Bernátek, Martin ; Král, Petr (advisor) ; Jurek, Martin (referee)
Out of the campaign analysis the most important contribution is that Data-Driven Marketing makes sense only once it is already part of the marketing plan. So the team preparing the marketing plan defines the goals and sets the proper measurement matrix according to those goals. It enables to adjust the marketing plan to extract more value, watch the execution and do adjustments if necessary and evaluate at the end of the campaign.
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Možnosti podnikání na brazilském trhu
Říhová, Michaela ; Machková, Hana (advisor) ; Jurek, Martin (referee)
The objective of the diploma thesis is to analyze potential of the Brazilian market for Czech companies. The thesis focuses on defining the most promising areas for the Czech export and also addresses the barriers to entry that can prevent Czech entrepreneurs from successful entry into Brazil.
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