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PUMA branding
Lečková, Veronika ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research
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The Purchase Decision Making Process of Durable Goods
Kučaba, Martin ; Remr, Jiří (advisor) ; Tuček, Milan (referee)
This bachelor thesis examines the decision-making process of purchasing durable goods, aiming to explore how a consumer in the purchasing process is influenced by his/her primary social groups. This thesis also looks at what are the specific influences of individual members, and what kind of roles these members have. At the same time, it examines the sentiment towards e-mobility in the buyer's social environment. The practical part of the thesis itself is based on qualitative research in which six interviews with EV owners were conducted. During the interviews, the respondents were retrospectively coming back to their past purchasing experiences. The transcripts of the interviews were then analysed using the open coding method, which allowed to make some remarkable findings. The results of this study show the changing influence of the primary social group on consumers at different stages of the purchase process. The tendency of buyers to selectively filter only the positive comments was also revealed, especially at the beginning of the car purchase decision process. The main findings of this thesis point out the undoubted influence of partners on the purchase process. Results also capture a significant difference between the influence of the family of procreation and family of orientation on the...
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Marketing Communication within the Czech eSports Scene
Pokorný, Ladislav ; Klabíková Rábová, Tereza (advisor) ; Báča, Ladislav (referee)
The thesis deals with the phenomenon of electronic sports in the Czech Republic and examines how the participants of the Czech esports scene use marketing and communication tools. The theoreticalpartdefinesthe term computergame,esportsand explainsthe principle of an esports scene on the example of a specific game. The subsequent chapter then describes the theoretical foundations of marketing, which are studied further in the thesis. The practical part first introduces the local esports scene, its history, and participants, and then describes the communication activities used by these participants. Based on the interviews and analysis, it was found that the marketing communication of the participants of the local scene is on a professional level and corresponds to international standards.
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Perceived Formula 1 teams' brand archetypes
Martinec, Jan ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Brand archetypes perception of Formula One teams Objectives: Main aim of this thesis is to find out which Formula One teams brand archetypes are perceived by Formula One fans of Czechia and Slovakia. Methods: During research of teams' brand archetypes of 2021 Formula One World Championship was used electronic questionnaire. The theoretical part is based on the analysis of literature focused on brand archetypes and Formula One. Descriptive analysis used projective techniques, specifically visualization and personification. Results: Present successful Formula One teams combine Hero archetype with second significant archetype. Other teams' archetypes with exemption of Haas have only tiny advantage or balanced ratio of archetypes. Keywords: motorsport, branding, fans
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Comparison of market leaders and their direct competition with the primary focus on Alza.cz and CZC.cz
Veverka, Martin ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the direct competitors of leaders in various markets and their marketing strategies and practices. In the theoretical part, important factors of brands such as branding and positioning are discussed and these theoretical terms are interspersed with practical examples. The practical part then uses in-depth interviews and analyzes to describe the marketing strategy of CZC.cz, which it uses against its more successful competitor Alza.cz. The goal of the thesis is to find out whether profiling to the position of the second most successful company in a given segment is advantageous for brands and whether there are any connections between different industries and strategies.
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Media Image of Designer Vivienne Westwood: Activism versus Branding
Suntychová, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
This diploma thesis deals with the critical mapping of British fashion designer Vivienne Westwood with a focus on the relationship between her activist actions and branding. The goal of this thesis is to analyse discourse practice and uncover the meaning behind creating Westwood's media image. Westwood is actively involved in political, social and environmental matters. She's known for her critical stance towards the establishment, consumer society as well as economic system. She stood at the beginning of punk and helped to define its visual identity. She belongs amongst known sustainable fashion advocates which reflects her famous quote 'buy less, choose well, make it last'. On the other hand, she built a global fashion brand with annual turnover of more than 40.7 million pounds in 2017 and she herself became the subject of criticism because of this contradiction towards her own actions. Some critics pointed out that she urges the public to consume less but owns a global network of stores under her name at the same time. From a methodological point of view the thesis is based on qualitative research, specifically on critical discourse analysis whose mechanisms help to uncover power relationships and put this issue into a broader context.
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Marketing research of brand image with running assortment
Gerža, Karel ; Čáslavová, Eva (advisor) ; Procházka, Jan (referee)
1 Abstract Title: Marketing research of brand image with running assortment. Objectives: The aim of the bachelor's thesis is to identify the current image of the Mizuno brand in terms of users of running equipment at UK FTVS through marketing research. It is about finding out, what associations respondents associate with the brand, how they perceive the brand, their awareness of the brand related to a certain knowledge of the brand and last but not least, their experience with the brand. Based on the results of the research, measures will be proposed that would lead to the improvement of both partial impressions and ideas as well as the overall image of the Mizuno brand and help to improve its position on the Czech market. Methods: The method of work is marketing research carried out using electronic research. Results: The results of the study show that the respondents have a fairly acceptable knowledge about the origin of the Mizuno brand, its logo and its authentic running technologies. However, few respondents were able to correctly identify the Mizuno brand slogan, which is not very encouraging given the importance for the brand. In terms of awareness among respondents, in connection with the run the Mizuno brand ranked 5th behind brands such as Nike, Adidas, Asics or Reebok. The last two mentioned...
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Sea Cucumber Exquisite Aquatics
Kulíková, Kristýna ; Brož, Jan (referee) ; Kubíková, Zuzana (advisor)
Bachelor thesis presents a visual identity for the ZONE000FT project that collaborates with contemporary artists and designers to release clothing, posters and other items in limited editions. With a selected artist will be designed a collection of items that will be freely for sale.
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Marketing strategy of an IT firm
Mouka, Jiří
The aim of this thesis is to create a marketing strategy for Notum Technologies. This company is a young company in Brno that is quickly growing and needs a plan for its marketing department. External and internal analyses are performed to-gether with an in-depth interview in order to assess the position, benefits, and threats. A financial plan is presented summarizing all the recommendations.
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Brand Development of the selected Company
Horák, Jan ; Fait, Petr (referee) ; Chlebovský, Vít (advisor)
This master’s thesis analyses a brand of selected company Engineering Test Institute, public enterprise (SZU), which offers services of testing, inspection and certification. Theoretical part of the thesis is focused on literature research of marketing and branding theories. The key part is the analytical part, which contains a detailed analysis of the current state of the brand "Engineering Testing Institute". The thesis also contains a questionnaire survey focused on both the internal environment of the company and its customers. The research is followed by a final part with possible suggestions on how to further develop the brand.
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