|
| |
|
|
Emotional aspects of B2B branding
Alaverdyan, Zarzand ; Král, Petr (advisor) ; Cook, Gina (referee)
In today's world where it is becoming ever trickier to differentiate one product from another, it is even more significant to have the support of an influential brand. Obvious definitions of brand strategy are a foundation for successful management. Keeping in mind that the most ignored marketing opportunity in the Business to Business arena is the formation of a strong brand show the way to the requirement to have a clear basis for distinction. The significance of a categorization outside the B2B and B2C dichotomy is that it better explains the difficulty in the world of brands, as well as that it aids in perceiving the mutual dependence of different types of brands. It proves the extent at which brands in the shape of ingredient brands, corporate brands or mixed up B2C and B2B brand affecting the final end user and how that in its turn can have an influence on the starting point of the chain. While professionals are taught to make their managerial decisions based on a rational basis, professionals are human too and humans don't have the habit leave their emotions at elsewhere when they go to work.
|
|
|
Development of social networks and their use in brand strategy
Malíková, Kateřina ; Lhotáková, Markéta (advisor) ; Jurek, Martin (referee)
The thesis deals with development of social networks, their characteristics and characteristics of users from global and regional point of view. The main part of the thesis is concerning social media marketing. It describes and analyzes current situation in social media marketing between firms and the most important aspects of brand strategies within social media. Finally, the thesis shows the aspects on examples of the most successful brands in social media marketing.
|
|
|
Brand building of Ráááádio Impuls on the Czech market
Matuščáková, Lenka ; Halík, Jaroslav (advisor) ; Kubák, Matúš (referee)
The aim of this bachelor thesis is to describe the process of building the brand Ráááádio Impuls from 2004 up to the present. The principles of marketing communication and brand building are defined in the theoretical part of this work. Further on, in addition to the description of the radio market in the Czech Republic and the position of Radio Impuls in it, I analysed in detail the building of the brand Ráááádio Impuls, its values, vision and mission as well as its marketing communication by which the brand is targetly and continuously being built. Eventually I identified the organizational structure of the radio and its changes, which preceded the creation of a new brand.
|
|
|
Consumers´ perception of private labels
Partynglová, Hana ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of the work is to introduce the offer of private labels of selected chain stores and analyse the consumers' perception of the labels with the aid of a questionnaire survey. A range with private label includes all products sold by a store under its own label. The packaging is furnished with the name and logo of the distributor, meaning this marked product won't be found in another kind of store. Originally, there used to be only groceries and dring sold under private labels. However, nowadays, there are also private label drugstore commodities, domestic appliances, sports equipments and other products available. Private labels offer advantages as well as disadvantages to producers, sellers as well as consumers. Acoording to the price and quality we can devide the private labels into three categories -- economical, standard and special. The most developed market with private labels can be found in Switzerland, its market share reaches 53 percent. In the Czech republic this share amounts to about 35 percent, with private label goods being included into all chain stores' assortment. The foremost position is held by the Tesco company. The results of my questionnaire survey have shown that private label goods are bought by 85 percent of the respondents, the most important criteria for their purchase being the lower price range. On the other hand, the buyers' scepticism and lower quality of the goods work in disfavour of the purchase.
|
|
| |
|
|
Strategy of brand Vichy with focus on a czech market.
Srnka, Karel ; Postler, Milan (advisor)
This diploma thesis is dealing with strategy of brand Vichy focusing on the Czech market. The main theme is analysis of current position of Vichy on the dermocosmetics market in the Czech Republic and proposals for its improvement. In the first charter is the reader present into marketing, brand and it's importance in marketing. In this charter such terms like image, insight, value and elements of brand. Second charter, which is dealing with strategies of brand governing, is followed by citer free, where all the parts of marketing and communication mix are described in detail. The practical part begins with fourth charter, that subsequently describes L'Oréal as a company, its history and structure and the structure of active cosmetics division. This chapter also describes history of brand Vichy and it's re-launch in the year of 2009. Fifth chapter goes further with description and focuses on concrete situation on the dermocosmetics market and introduces the biggest competitors. It also shows activities of brand on particular parts of marketing and communication mix. This description is the base for last chapter. That shows concrete recommendations that should be considered to better the brand strategy. This recommendations are sketched once again on parts of marketing and communication mix. Thesis is ended up with conclusion, in which the most important findings are highlighted.
|
|
| |
|
| |
|
|
Strategické řízení značky Oskar
Hradil, Radek ; Puchýř, Milan (advisor) ; Mikeš, Jiří (referee)
Práce v teoretické části vymezuje pojmy značka a strategické řízení značky s důrazem na kvantifikaci hodnoty značky, poskytuje přehled nástrojů pro řízení a typologii spotřebitele. V praktické části je popsán start značky Oskar podle metodologie z teoretické části s důrazem na kreativní reklamu a analýzu televizních spotů které značku na český trh uvedly.
|
guest ::
