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Teoretické a praktické aspekty budování brandu
 Kachanovska, Valeriia ; Halík, Jaroslav (advisor) ; Malý, Josef (referee)
The purpose of this thesis is to analyse existing tools for developing the concept of a brand that allow a systematic approach in their design and to propose ideas for improvement of these tools. The research object is the concept of building a brand according to the "Who? What? How?" Brand Building Framework. From the brand development of the portable digital player iPod, used as an example in thesis, the practical use of this model is analysed and a short evaluation of its effectiveness is performed.
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