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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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Building of successful brand and its personality on the example of Nike
Krýsl, Jan ; Janák, Vladimír (advisor) ; Kotáb, Jiří (referee)
Title of thesis: BUILDING OF SUCCESSFUL BRAND AND ITS PERSONALITY ON THE EXAMPLE OF NIKE Objectives: The first objective of this work is to chart the process of building sports brand Nike since its inception to the present and to identify factors of its success. The second objective is to use brand personality research to get a picture of Nike brand personality from public view. Methods: In thesis was used the method of descriptive analysis and the questionnaire survey method. Descriptive method of analysis was applied to the analysis of documents in order to identify success factors in building the Nike brand and the survey method was used in the Nike brand personality research. Results: Was found that the success of the company Nike led some general and some very specific factors that make Nike missed its competitors. As the results of the Nike brand personality research was obtained her picture from the perspective of the public and was revealed several factors acting negatively on the quality of personality Nike brand. Keywords: brand building, brand personality, Nike
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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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Development of Competitiveness of Company
Danielová, Kamila ; Ing.Žaneta Homoláčová (referee) ; Zich, Robert (advisor)
The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.
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Brand Personality in a Social Networking Environment
Kučerová, Kristýna ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.
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Employer Branding of an International Company
Schäferová, Valerie ; Koudelka, Jan (advisor) ; Goldmannová, Dagmar (referee)
Competition for talent is heating up and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire. In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment. For a company to exploit its brand effectively when it fishes for talent, it must think of recruits as customers, determine which corporate attributes matter most to specific types of recruits, and understand how best to reach them. This diploma thesis analyzes Belgian business graduates' aspirations in terms of first employment and their perception of our company as potential employer and brings constructive and creative recommendations on how to improve its position as employer of choice.
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