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Brand Image Of Czech Olympic Team - CZECH TEAM
Čmucha, Jiří ; Voráček, Josef (advisor) ; Kindová, Alena (referee)
Title: Brand Image Of The Czech Olympic Team - CZECH TEAM Objectives: A main objective of bachelor thesis is creationing of a complex description of the brand image of the Czech Olympic Team - Czech Team. To achieve defined objective was necessary to determinate a profile of the brand, its origin, progress, functions, reasons or sense of the brand existence and brand identity. At the same time a quantitative research was executed finding out knowledge and awareness of the brand Czech Team among selected respondents and the brand personality was identified from the public view. Final part of thesis is dealt with an evaluation of results, recommendations and proposals improving the brand image of the Czech Olympic Team in the future. Methods: Information needed to create the general description of profile of the brand Czech Team was got from a representative of official marketing agency of the Czech Olympic Committee. The marketing research was carried out among selected respondents who obtained electronic questionnaires. Students of Czech universities were selected as the respondents. Keywords: brand, image, brand image, brand identity, brand personality, olympic emblem, logo, Czech Olympic Team, Czech Team, marketing research, interview, questionnaire
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PUMA branding
Lečková, Veronika ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research
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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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Development of Competitiveness of Company
Šohajová, Kristýna ; Hudáková, Markéta (referee) ; Zich, Robert (advisor)
The main goal of the bachelor's thesis is to develop a proposal for brand expansion measures to a new market with an emphasis on strengthening the competitiveness of the brand in the market. The theoretical part includes theoretical background, which is based mainly on the methodology of the authors Ko Floor and Keller. The analytical part focuses on the evaluation of the current potential of the brand and the analysis of competitors in the planned market. Following the performed analyzes, measures in the area of communication leading to the expansion of the brand are proposed in the design part.
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Analysis of the brand DM based on theory of archetypes
Mackenzie, Karolína ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis is based on the theory of archetypes transferred to the marketing environment from personality psychology. In marketing, this theory is applied on brand personalization. In the theoretical part of this thesis, archetypes by Mark and Pearson and further processes of brand building and brand personality are described. In order to understand philosophy of the dm company better, the concept of anthroposophy and its transfer to the company's biodynamic agriculture approach is introduced. In the thesis, a question of the Caregiver archetype as seen in the communication of dm is being solved. There are five elements of communication analysed within the dm brand: products, slogan, spots, company magazine and CSR activities. The level of similarity to the Caregiver archetype is evaluated in these elements. This archetype is the most frequent in children's products and the active beauty magazine, which targets family as its main topic.
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Branding Development at Insurance Company
Taťáková, Zuzana ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Předložená diplomová práce je zaměřená na použití konceptů a strategie značky sloužící k rozvoji značky Pojišťovny České Spořitelny a.s.., Vienna Insurance Group. Základem jsou teorie marketingových guru Ko Floora, Kapferera, Kellera a konceptů brand identity a brand prismu které jsou použity k analýze současného stavu branding značky. Současně jsou provedeny analýzy konkurentů a prostředí k určení pozice značky na trhu. Na základě výsledků provedených analýz jsou stanoveny návrhy řešení konceptu rozvoje značky.
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Branding Strategy of Company for the Czech Market Entry
Šoukal, Michal ; Hoffmann, Přemysl (referee) ; Zich, Robert (advisor)
Diplomová práce je zaměřena vstupní strategii značky Virtika na český trh. Za účelem dosažení tohoto cíle author zkoumal literaturu zaměřenou na metodiku značky od Ko Floora a koncept Brand Prizm. V analytické části byly provedeny analýzy prostředí Českého trhu, analýza odvětví, klíčových konkurentů a vnímání značky zakazníky. Tyto analýzy pomohly autorovi identifikova budoucí pozici značky na Českém trhu. Na základě výsledků analýz, autor vytvořil návrh řešení vstupní strategie značky and zvýšení její konkurence schopnosti na Českém trhu.
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Application of Branding Concepts for Development of Competitiveness
Tesařová, Mariana ; Schüller, David (referee) ; Zich, Robert (advisor)
Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.
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Comparison of personal brands perception - the case of party leaders ODS and TOP 09
Kolder, Tomáš ; Shavit, Anna (advisor) ; Perottino, Michel (referee)
This master's thesis focuses on the concept of branding in politics. The main aim of this piece of work is comparison of perception of brand personality. In this case, the party leader Petr Fiala by ODS and Karel Schwarzenberg by TOP 09, have been chosen for this research. The brand value was assessed by procedures which were suggested by K. L. Keller. The OCEAN concept, created by Gerard Saucier, was used for brand personality research, which is the main pillar of this thesis. The sample of 212 students of political science and economics took part in the above mentioned research.
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PUMA branding
Lečková, Veronika ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research
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