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Perception of the Red Bull brand in the field of sports by generation Z
Švrčinová, Ester ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Perception of the Red Bull brand in the field of sports by Z generation Objectives: The main objective of this work is to identify the current perception of the Red Bull brand in sports from the perspective of the Z generation. Through marketing research, penetrate the awareness of sporting events organized by the company and find out the knowledge of Red Bull athletes among the young generation. Methods: In the bachelor's thesis, there are used methods of qualitative and quantitative research. More specifically, the technique of in-depth interviews and electronic questioning is used in these areas. Qualitative research is used to obtain information for understanding the overall corporate identity and defining questions for research. The method of quantitative research examines the current perception of the Red Bull brand by the Z generation. Results: The results of the research show that the image of the Red Bull brand is perceived very positively by the Z generation and the brand is attributed the desired characteristics. The young generation perceives the brand mainly as a confident, relaxed, funny, and professional and life loving brand. Red Bull ranked the fifth among brands in connection with sporting events held in the Czech Republic. However, awareness of selected Red Bull events has...
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Selected Regional Brand of Quality.
BOŠTIČKOVÁ, Lenka
This diploma thesis shows regional branding, especially regional brands associated in the Association of Regional Brands (ARZ), which is given to products. The marked products guarantee their extraordinary quality, tradition, specificity, proportion of manual work and respect for the environment. The author chose one of all brands in ARZ - i. e. Kraj blanických rytířů - regionální produkt(registered mark). In the theoretical part, there are issue of regional branding and key words connected with regional branding explained. The practical part deals with marketing research, in particular a qualitative and a quantitative method such as structured interviews and questionnaire survey. These methods will assure conduct of research essential for the objectives of the thesis. As for the main aim of the thesis, it is to find out consumers´ brand awareness and their attitude to the regional brand Kraj blanických rytířů - regionální produkt(registered mark). Findings of producers´ views on current system of the regional branding and regional co-ordinator´s activities are other aims of the thesis. This part also contains all results of the research including an assessment of established hypotheses. In conclusion, the proposals to the improvement of consumers´ brand awareness come.
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The Use of Event Marketing in Practice
Moravcová, Nikola ; Svoboda, Petr (advisor) ; Řepová, Helena (referee)
First part of bachelor's thesis is focused on use of event marketing in real-world application, whereas second part of thesis is directed towards Jägermeister company, which frequently uses such type of marketing. All mentioned information, which belong to internal sources in the company, were aquired by author of thesis through company representatives and from publicly available resources. Purpose of thesis is analysis of individual events from different points of view, which are refered to in their respective literature, and compared between each other on the basis of information obtained from them.
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The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Marmo, Mattia ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Značka a hodnota značky jsou pojmy, o kterých se diskutuje již desetiletí, a to obzvlášť v automobilovém průmyslu, aniž by bylo dosaženo jednotného názoru. Tato diplomová práce si klade za cíl analyzovat tyto témata ve vztahu k značce Fiat, která je již od svého vzniku silným hráčem na Evropském trhu. Práce se zabývá změnami ve vnímání spotřebitelů, a také problémy a příležitostmi jimž tato značka čelí, za účelem posílení image značky a jejího postavení na světovém trhu. Ve svých čtyřech kapitolách tato práce nabízí široké pochopení značky Fiat, která je součástí portfolia automobilové skupiny FCA. První kapitola představuje teoretický rámec, který je základem pro další části práce, zatímco druhá kapitola se věnuje historii značky Fiat a struktuře portfolia značky po akvizici společnosti Chrysler. Třetí kapitola obsahuje strategii Fiatu a skupiny FCA přijatou na další léta, jejímž cílem je posílit účast na automobilovém trhu. Poslední kapitola se věnuje problémům a příležitostem, které tato italská značka má, jakožto hlavní hráč v rámci portfolia skupiny FCA.
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Bata - Research on Brand's Position
Dlouhý, Petr ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.
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Brand equity of professional sport club
Navrátilová, Iveta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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Transformation in marketing communication of Gabriella Salvete
Dorňáková, Nikol ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Transformation of marketing communication of Gabriella Salvete" analyzes the transformation of marketing communication and brand perception of beauty brand Gabriella Salvete on the Czech market from 2011 to 2014. Describes the status of the company before the transformation of communication and defines the main competitors, target groups and potential shortcomings. In addition reveals the strategy of transformation and tools used in the new way of communication. It deals with real impacts of the transformation on a competitive level through the target groups. The aim is to monitor the new communication strategy of Gabriella Salvete, form of their implementation and their impact on brand perception. To achieve this goal, the thesis also uses the results of student's own 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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