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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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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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Image and awareness of brand Snowbear in Hradec Králové
Žáková, Martina ; Janák, Vladimír (advisor) ; Ruda, Tomáš (referee)
Title: Image and awareness of brand Snowbear in Hradec Králové Summary: The main purpose of this thesis is to identify image and brand awareness of Snowbear in Hradec Kralove. Research brand provides services in the field of winter outdoor activities. It also run a shop specialized in sporting equipment, rental, repair plus ski and snowboard school. Methods: Marketing research has been done by written inquiries and information needed to create a brand profile was obtained through a personal interview with the owner of the Snowbear. The concept of a questionnaire created for the analysis of Snowbear brand was inspired by brand identity system according to David Aaker. For this thesis will also be applied standardized method of brand personality by authors Geuense, Weijterse and de Wulf (2009). Results: The research showed that the brand is well known among sport active population in Hradec Králové. Respondents have experienced the brand and think about them, they are good quality, affordable, price matches the quality and are offered in a friendly environment. Snowbear is the most associated with the ski and snowboard school as well as weekend courses for children. Based on the analysis of individual personality characteristics of the brand, Snowbear is considered as an active, responsible,...
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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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Marketing research of brand equity of traditional participants of Champions League
Mizera, Lukáš ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Marketing research on perception of brands of traditional participants of football Champions League Objectives: The objective of the thesis is a description of problems associated with the concept of brand and based on the collected data to make a marketing research of respondents' awareness of brand of selected football clubs taking regular part in Champions League. Methods: The research is making by a questionnaire economization focused on brand awareness and its specific features. In connection with the acquisition of the primary data was used method by online survey. To collect and storage data was used internet application Google Docs. Results: Results of the research showed that awareness of selected football clubs in Czech sports spectators is at a very good level. Furthermore, respondents expressed their opinions, knowledge and attitudes to individual characteristics of the brand of football clubs. Keywords: Brand, brand awareness. Champions League, marketing research, questionnaire
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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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Sponsorship as a tool of effective communication
Bábíková, Kristýna ; Pokorný, Karel (referee) ; Šimberová, Iveta (advisor)
This Master´s thesis deals with a sponsor activities of Škoda Auto, a.s., that are used as one of the marketing communication instrument. The main pillar of the intention to make the communication more effective is the proposal for a new strategy of using sponsoring as an instrument that integrates it into the complex communication mix and by means of multiplication maximizes communication effect while pursuing fulfilment of marketing and communication goals of the company.
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Marketing strategy of a selected brand
Lášticová, Pavlína ; Průša, Přemysl (advisor) ; Hruška, Ján (referee)
The aim of this bachelor thesis is to analyze marketing strategy of Argentinean wine brand Michel Torino. For deeper analysis, this brand is compared with Chilean wine brand Viňa Tarapacá. The thesis is divided into two parts, theoretical and practical. Theoretical part contains explanation of concepts and topics that are essential for this topic. The practical part describes the Czech wine market, it also mentions basic characteristics of the exclusive importer of these brands. Consequently, brands Michel Torino and Viňa Tarapacá are presented. The brand awareness and brand image is analyzed based on the primary data obtained in research. The second research focuses on actual situation of the brand Michel Torino in the Czech republic, it examines the question of rebranding. The thesis is concluded with recommendations for improvements for the brand Michel Torino and Viňa Tarapacá on the Czech market.
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Analysis of awareness of the brand Škoda in Colombian market
Urbánková, Lucie ; Průša, Přemysl (advisor) ; Blajer, Lucie (referee)
This Bachelor's thesis analyses awareness of the brand Škoda in Colombian market. The thesis is divided into four parts, two of them are theoretical and two of them practical. In the first chapter, the reader can learn basic information about international marketing, the second part is devoted to market research and data analysis. The third part describes the automotive industry in Colombia and marketing mix of Škoda. The chapter four contains results of quantitative research and recommendations for Škoda brand.
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Building up ASUS brand awareness among university students as a target group
Třetina, Ondřej ; Postler, Milan (advisor) ; Herout, Lukáš (referee)
Thesis on the theme "Building up ASUS brand awareness among university students as a target group" is about an effective communication strategy aimed at specific target group. ASUS is one of the world's largest manufacturer of IT products with a very strong position in the Czech Republic. ASUS currently communicates the brand rather to other target groups. The communication to university students is very limited, there s practically no communication. This thesis will focus on ways to communicate with the university students.
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