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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Strategic brand management of Kofola
 Navrátilová, Hana ; Postler, Milan (advisor) ; Geschmay, Jan (referee)
Kofola shows a perfect example of a successful brand revival and its further development. It prooves, that brand's history and knowledge are just one of many factors contributing to bilding a strong brand. The most important is the whole process of effective and strategic brand management. This diploma thesis analyzes the strategic brand management of Kofola. Its goal is to reveal the main keys to success standing behind both the brand's and the company's results. At the same time, several imperfections and unused opportunities are uncovered and on their basis recommendations for improvement are made. Part of the thesis deals with an own marketing research, based on a questionnaire method. The questionnaire focuses mainly on perception of Kofola's image and the way of presenting it in the last summer campaign. Based on the questionnaire results there is a hypothesis examined that people perceive Kofola's "retro" image positively and that this way of communication is the right way also for the future.
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Marketing strategy of Měšťanský pivovar v Poličce, a.s.
 Navrátilová, Pavla ; Zeman, Jiří (advisor) ; Geschmay, Jan (referee)
The thesis focuses on the marketing strategy of Mešťanský pivovar v Poličce, a. s. (The Citizen's brewery in Polička, a.s.) and carry out its analysis by using marketing tools. Based on the analysis I give the brewery recommendations how to improve its strategy. In the theoretical part of thesis I introduce more closely discipline of strategic marketing and its instruments and methods used.
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