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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...
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The Role of Visual Marketing Semiotics in Brand Building
Tesařová, Veronika ; Fišerová, Michaela (advisor) ; Gvoždiak, Vít (referee)
The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...
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Building corporate identity through social and new media
Kučerová, Tereza ; Köppl, Daniel (advisor) ; Miessler, Jan (referee)
The dissertation examines the process of building corporate identity in the new social media. It defines brand images and characterises their functions in marketing communications. It surveys their practical utilisation and describes brand roles and their values, brand status and identity in strategic management, and more particularly in social media which are described herein with regard to the current situation and long-range forecasts. In a practical part it describes the building of brand identity of Bonami.cz since its creation to the present day in the social media, and compares its communication with the U.S. brand Wayfair. It strives to highlight some differences in their communication activities and puts forward recommendations for further development. The practical part then describes the perception of the brand Bonami.cz by the existing customers and confirms and rejects some working hypotheses.
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Theatre institutions as brands and their equity
Tulka, Martin ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The objective of this theses is to help find a way of building and measuring brand equity in a specific environment of theatre institutions. Chosen objectives are achieved by confronting the theoretical bases of building brand equity and the practice performed by theatre institutions, which was identified through semi-structured interviews with the marketing managers of 5 selected institutions. The result is a series of general recommendations for individual brand equity subcategories: loyalty, awareness, perceived quality and brand associations. Theatre institutions should apply strategic brand thinking, use appropriate branding tools regarding their financial and time possibilities, target audiences, and artistic leadership. They should focus on identifying the core audience, developing and promoting audience loyalty, managing the interaction of audience and employees as brand representatives, establishing a positioning and use it in communication, extending a brand to other communication channels, on the quality of the services, achieve harmony between audience associations and the brand concept. These recommendations may be adapted by theatre institutions and used to build brand values more effectively.
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Marketing Communication of Company Preciosa Lighting
Surá, Barbora ; Shavit, Anna (advisor) ; Koudelková, Petra (referee)
The thesis is focused on marketing communication of the company Preciosa Lighting. Its aim is to find out how such traditional established company responds to the current trends of marketing communication in the Internet environment. The theoretical part explains the terms of marketing, Internet marketing, Integrated marketing communication and its tools in off-line but especially in on-line environment. For better understading the context of the topic the Czech glass industry is presented and the reader is apprized with the situation of the company Preciosa Lighting. In the practical part there are research questions asked and the research method which is a case study, is explained. Qualitative research techniques were used for collecting data which were then analysed. Interviews with Preciosa Lighting's marketing department have provided key information that has been complemented by the observation of digital media and the materials provided by the company. Based on the analysis of these materials, the research questions were answered. In conclusion, the author comes up with a summary of the data obtained and a recommendation to improve some elements of marketing communication of Preciosa Lighting.
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Strategic Brand Development of Company
Botek, Aleš ; Mareček, David (referee) ; Zich, Robert (advisor)
This diploma thesis focuses on the determination of StarkGlass brand strategy, which focuses on the online sale of protective films for mobile phones. The work explores the experience of the existing customers of the brand, which is then used for proposals for improvement and for the determination of the future StarkGlass branding strategy.
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Brand building of SKODA AUTO in the specific age categories
Chmelík, Jan ; Lhotáková, Markéta (advisor) ; Matějovič, Josef (referee)
The aim of this diploma thesis is to analyse the communication of SKODA AUTO focused on children in the age of 3 - 18. In the theoretical part of this thesis, brand itself is defined and in the following parts, also the theoretical background for the children as consumers and what can influence them in different age stages. Moreover, communication channels for the communication with children nowadays are listed. There is also juristical background not only for the Czech Republic but also for the European union. The main task of the practical part is dedicated to the survey and also recommendations of the author for SKODA AUTO for the future.
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Marketing strategy proposal for the design travel agency Dovýroby
Macková, Veronika ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master´s Thesis deals with marketing communication, brand building and marketing strategy planning process. The aim of the Master´s Thesis is to propose an appropriate marketing strategy for the design travel agency Dovýroby. The theoretical part of the thesis defines studied topic based on expert literature. The practical part includes the evaluation of a survey conducted to find out the current level of awareness of the Dovýroby brand, as well as situational analysis of the project, and proposal of marketing strategy. The analysis focuses especially on the products offered, current forms of communication and characteristics of the target group, as well as on market analysis, using Porter´s Five Forces Model and SWOT Analysis. Based on the findings, the author presents a marketing strategy proposal running until the end of 2017. This strategy includes a marketing plan, timing and also a budget split.
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Analysis of social media as a marketing tool for Prague companies focusing on the sale of clothing and footwear
Duong, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of this thesis is to provide an analysis of use of social media as a marketing tool, and epsecially to find out, how an average Prague-based company focusing on the sale of clothes and footwear operates on social media. Furthemore, I evaluate online presence of these companies on social media and how they communicate with their customer base. This thesis reacts to a huge rise in popularity of social media and their use to build a brand. My target group are Prague-based companies focusing on the sale of clothes and footwear. I chose this field as I wanted to study a field that is very diversified. My findings can serve as information on the current competitive environment in the field and region in question as well as to help companies to catch up with their competition.
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The Brand Building of Škoda Auto a.s.
Poláková, Kristýna ; Lhotáková, Markéta (advisor) ; Tročil, Jan (referee)
This bachelor thesis deals with the brand building of one of the most significant companies in the Czech republic Škoda Auto a.s. The main objective of the thesis is an analysis of the perceived quality of the brand among its customers. In the first part, the theory of brand building is explained and key terms defined necessary for understanding the issue. The thesis also mentions the car industry in the Czech republic and the background of the Škoda Auto a.s. company. In the practical part, the percepted quality of the brand is analysed based on a conducted survey. Subsequently, a critical analysis of the results is carried out by means of a SWOT analysis and recommendations for the future.
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