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Image Umbro Brand
Gazdíková, Lenka ; Janák, Vladimír (advisor) ; Petráčková, Jana (referee)
Title: Image Umbro brand Annotation: The objective of the bachelor thesis is to identify the image of the sports brand Umbro. The first section coveres the literature findings which desribes brand, brand knowledge and brand image. Furthermore, a process of a marketing research is defined as a base to my own research. The second section analyzes Umbro brand, realization and evaluation of my own research of image Umbro brand. In the end of the thesis, there are suggested recommendations to increase brand attitudes towards the sports brand Umbro. Keywords: Brand image, sports brand, marketing research
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Brand building of sport club
Grochalová, Lucie ; Čáslavová, Eva (advisor) ; Petráčková, Jana (referee)
Title: Brand building of sport club Objectives: The main objective of this Master's thesis is determine, how the Czech ice hockey clubs are focused on creation of the brand and how they use the potential of the brand. The next objective of this thesis is an analysis of a selected ice hockey club. Methods: Interview, Case studies, Comparative method, SWOT analysis Results: The current conditions in the Czech sports environment are not positive for the development of the brand. Sports clubs must overcome many obstructions and there are just few teams that could use its name and logo for a brand strategy without any modification. However, this is a challenge for the future, how to improve the overall perception of the sport in the Czech Republic. Keywords: brand, brand awareness, brand image, benefits
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Large sporting events' brand identification
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee) ; Eger, Ludvík (referee)
Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.
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Large sporting events' brand identification
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee) ; Eger, Ludvík (referee)
Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.
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Image Umbro Brand
Gazdíková, Lenka ; Janák, Vladimír (advisor) ; Petráčková, Jana (referee)
Title: Image Umbro brand Annotation: The objective of the bachelor thesis is to identify the image of the sports brand Umbro. The first section coveres the literature findings which desribes brand, brand knowledge and brand image. Furthermore, a process of a marketing research is defined as a base to my own research. The second section analyzes Umbro brand, realization and evaluation of my own research of image Umbro brand. In the end of the thesis, there are suggested recommendations to increase brand attitudes towards the sports brand Umbro. Keywords: Brand image, sports brand, marketing research
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Brand building of sport club
Grochalová, Lucie ; Čáslavová, Eva (advisor) ; Petráčková, Jana (referee)
Title: Brand building of sport club Objectives: The main objective of this Master's thesis is determine, how the Czech ice hockey clubs are focused on creation of the brand and how they use the potential of the brand. The next objective of this thesis is an analysis of a selected ice hockey club. Methods: Interview, Case studies, Comparative method, SWOT analysis Results: The current conditions in the Czech sports environment are not positive for the development of the brand. Sports clubs must overcome many obstructions and there are just few teams that could use its name and logo for a brand strategy without any modification. However, this is a challenge for the future, how to improve the overall perception of the sport in the Czech Republic. Keywords: brand, brand awareness, brand image, benefits
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Brand Personality identification of International Sporting Events
Petráčková, Jana ; Čáslavová, Eva (advisor) ; Průša, Přemysl (referee)
2007 Název diplomové práce: Identifikace osobnosti značky mezinárodních sportovních událostí Title ofthe Thesis: Brand Personality Identification ofInternational Sporting Events Abstrakt: Tato diplomová práce se zabývá tématem identifikace osobnosti značky, jemuž je věnována pozornost jak z teoretického, tak i z empirického hlediska. Hlavním cílem práce je vlastním výzkumem identifikovat osobnost značky tří velkých mezinárodních sportovních událostí, konkrétně FIFA MS, Tour de France a letních olympijských her. Osobnost každé z těchto značek je velice podrobně analyzována. Tato analýza se opírá nejen o charakteristiku jednotlivých dimenzí osobnosti značky jako celku, ale také o specifikaci jednotlivých vlastností, jenž se na formování těchto dimenzí dle J. L. Aaker podílejí. Zvláštní pozornost je věnována zejména těm charakteristikám, u nichž byl zjištěn neutrální či negativní postoj respondentů. Na základě zjištěných faktů a stanovených hypotéz jsou nastíněna potencionální opatření vedoucí ke zlepšení · jednotlivých komponent osobnosti značky a tedy i celkové osobnosti značky výše zmíněných sportovních událostí. Abstract: The objective of this thesis is to describe a theoretical framework of brand personality which represents a basis for the measurement and identification of brand personality ofmajor...
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