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Perception of brand McDonald's on Czech market
Harčár, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brand McDonald's on the Czech market. The objective of this thesis is to test via questionnaire an assumption, which is based on belief that customers find food sold in McDonald's restaurant unhealthy and of poor quality. The thesis contains a theoretic part which presents a basic definition linked to brand building and brand image. Those definitions are further used to explain advertising strategy of McDonald's company. Concluding chapter evaluates the result of questionnaire and then sums up how the McDonald's company promotes their practices to public. From gained information about company's practices it is possible to conclude that the chain of restaurants uses high quality resources and produces food with quality techniques. Although the practices and methods are well promoted by the company, it usually faces negative approach from public. The company tries to improve bad brand image by open approach to information, communication with their customers and presenting new restaurant concepts.
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Marketing strategies comparison of SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou
Brom, Josef ; Průša, Přemysl (advisor) ; Brom, Jaroslav (referee)
This diploma thesis deals with sport marketing - specifically with marketing strategies comparison of professional and amateur football clubs. Forms of commercial communications are described and specifics of sport marketing as well, then there SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou presented including their marketing strategies. In frame of this work there was performed survey focused on perception of the club among it's own fans. The results of the survey were also compared with results of survey from bachelor thesis of the same author - the aim was to assess the influence of amateur marketing department of FK Olympie Týn nad Vltavou on perception of the club.
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Awareness of the brand Yves Rocher
Gőtzová, Lenka ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor's thesis explores the awareness and perception of the brand Yves Rocher from the customer's perspective. The aim of this thesis is to evaluate awareness of the brand Yves Rocher on the Czech market and also to assess its perception of consumers. The first part of the thesis deals with the theory of brand and marketing research issue. The second, practical part includes the presentation of the company Yves Rocher and analysis of its competitors, an important part is also the questionnaire survey and its subsequent assessment. The conclusion of this thesis contains a summary of the results and some suggestions for improving the awareness of the brand on the Czech market and also for attracting more customers.
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The perception of the brand BMW in the frame of the automotive market in the Czech Republic
Pavelková, Klára ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This master thesis deals with the perception of the brand BMW on the automotive market in the Czech Republic. The aim of the thesis is the assessment of the position of the brand BMW and its perception by Czech consumers. For this purpose the thesis is divided into six chapters. In the first chapter the brand and brand strategies are solved. Second chapter deals with marketing research. Third and fourth chapter both analyze the automotive market in CR. In the fifth chapter the brand BMW and its competitors are more thoroughly characterized. The last chapter is dedicated to the perception of the brand and there are two surveys. One of them was prepared directly for the car producer BMW and the second one was done by the author. On the basis of the results of the surveys the final conclusions are made.
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Image and identity of adidas brand
Šimánková, Klára ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evaluating image of the adidas brand. On the basis of the survey results the recommendations are made at the very end of the thesis.
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The perception of Budweiser Budvar brand on the Czech beer market
Brom, Daniel ; Postler, Milan (advisor) ; Tischlerová, Anna (referee)
The aim of the Master thesis is to analyse the perception of Budweiser Budvar brand on the Czech beer market. Theoretical part of the thesis deals with the brand in general, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar brand and I am coming up with thorough analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to this brand. I am comparing overall results with results in Budweiser Budvar target group as well as the results in the region of South Bohemia. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar brand on the Czech beer market.
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The importance of brands in consumer behaviour and lifestyle
Breburda, Tomáš ; Koudelka, Jan (advisor) ; Tahal, Radek (referee)
The aim of the bachelor thesis is to determine some of the brand's impacts into lifestyle formation and consumer behaviour, to evaluate marketing significance of those impacts and to form a recommendation for a marketing orientation of selected brands. This was achieved through the data analysis of MML TGI project and of an own survey. Carried out the research it was found the brands are highly imporant for consumers and their lifestyle and that in some extreme cases the consumers also identify themselves with the brands.
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Strategy introduction trademark on the market
ŠŤASTNÁ, Tereza
The aim of thesis was to design a strategy for putting the trademark on the market and appropriate measures to strengthen the brand in the growth phase. I have conducted marketing research that helped me find out how the brand is perceived its current and potential customers and how the company managed to spread brand awareness. I also considered what the brand has a vision and the main objectives and I examined what are its strengths and weaknesses. Following the analysis of the information obtained I propose enterprise strategy in the form of marketing plan that includes specific tactical steps including their monetary value.
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Brand perception
KOŠTOVÁ, Monika
The aim of my Bachelor's thesis was analyze public perception of the brand on one side, and on the other was it evaluation of the brand selected by employees from Plzeňský Prazdroj, a.s. At the end of the suggested measures to improve brand perception possible.
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Brand perception
BEDNÁŘOVÁ, Jana
The aim of this diploma thesis named "Brand perception" is to create suggestion for changes in the communication of brands based on an analysis and comparison of the perception of the particular brands by the public and the society. The theoretical part focuses on the clarification of the important definitions, which are related to the issue from the recognized economic authors points of view. The second part of the diploma thesis is focused on the evaluation of qualitative and quantitative techniques of a marketing research which are the basis for a comparison of the chosen brands from the point of view both of the public and of the representatives of the society. The conclusion of the thesis includes suggested precautions for making the communication of the brands better.
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