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Proces of Establishing and Management of Fashion Brand
Švach, Martin ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The diploma thesis "The Process of Establishing and Building a Fashion Brand" deals with the process of establishing a fashion brand, how to write its business plan and which me- thods and techniques are suitable to use to create a fashion brand. The first part of this thesis covers the issues of establishing small business, then it is explained the structure and utilization of business plan and at the end of the theoretical part is closely described fashion marketing, as well as marketing and strategic analyzes and tools, which are generally used for building brands. In the practical part of this thesis the author, according to the acquired knowledge, handles the business plan of the streetwear brand called yen3k. Author focuses on SWOT strategic analysis, market segmentation and mainly on the marketing mix. Especially the promotion part of the marketing mix is described deeply. In conclusion, organizational plan, risks assessment and financial plan are evaluated. Keywords Fashion brand, brand, yen3k, business plan, fashion marketing, entrepreneurship, branding, streetwear, brand establishing, creation of a brand, brand identity, brand building, fashion, clothing vi
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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 building of Google and the front position of this brand on the internet market
Bášová, Kateřina ; Máchová, Eva (advisor) ; Hejlová, Denisa (referee)
Brand Building of Google and the front position of this brand on the internet market Abstract The bachelor thesis entitled "Brand building of Google and the front position of this brand on the internet market" is focused on the importance and the form of the brand building process for one of the richest companies in the world. I would like to highlight the factors which stand behind the success of the brand Google, present the brand in the context of brand building strategy, and outline the company's specific and unorthodox approach to this problem. Furthermore, my bachelor thesis presents the basic attributes of the brand's success, leads the readers through the company's history from the days of its establishment until today, and presents its famous corporate culture. After a theoretical comment about the brand's equity concept, I continue with Google's marketing strategy, I analyze the specific steps of the brand building process and the segments of the marketing mix. A key part of my bachelor thesis focuses on the analysis of the current market position, including the definition of the most significant problems of the company and the determination of Google's competitive position on different markets.
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Relaunch of the Brand "Hospodářské noviny" in 2009
Novotná, Helena ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
In the age of rush development of information technologies and the internet, The Economic Newspaper, a print medium facing decline in general, is trying to stop the rapid rate of decline in newspaper readership and in sold newspaper circulation. Since the newspaper's establishment the planned relaunch has been its most ambitious arrangement that aims to proactively react on free online provided news which you can read or listen to whenever and wherever you want. In my thesis, when using the description method, I focus on relaunch of the newspaper and its brand itself. Starting at reference basis and explaining step by step arrangements that should have helped to refresh the brand and to confront the newspaper decline successfully. Then I continue with brand building process description and media brand building more in detail. In the other chapters I present the relaunch goals and marketing tactics necessary to be implemented for the success of the relaunch. At the end of the thesis the efficiency of the relauch in relation to the readers and advertisers is evaluated. The thesis reader should understand the strategic step of the printed newspaper brand which took a great challenge when trying to succeed in the competition with online media and other newspapers.
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Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
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Brand Building for Development of Competitiveness
Březa, Michal ; Šítková, Lucie (referee) ; Zich, Robert (advisor)
The bachelor thesis is focused on the development of the trade mark "Hrackomat" by Nejlepší hračky, s.r.o. In the theoretical part I deal with the strategic building and creating brand value. The practical part contains a presentation of the company incurred an analysis of marketing activities to promote sales and brand building. The analytical part contains proposals marketing activities to the brand building and increase competitiveness.
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Brand Building Strategy for HYTEX PRODUCTION s.r.o.
Dvořák, Jakub ; Zorníková, Karin (referee) ; Zich, Robert (advisor)
The objective of the thesis “brand building strategy for HYTEX Production s.r.o.” is the analyses of brand building of the company HYTEX Production s.r.o. and the analyses of marketing activities focused on brand building. The thesis is divided into two main parts. In the theoretical part the brand, it´s building and also building of brand equity are introduced. In addition to that, the author focuses on marketing communication tools which support the building of brand equity. At the end of theoretical part, the author gives recommendations for brand building. In the practical part the company and internal and external environment of the company are introduced. Then the brand building, marketing analysis and analysis of current status of the company. On the bases of the evaluation of the analysis results, the recommendations for further company development are given.
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Marketing Strategy of Salon MIA
Mráčková, Iva ; Kindlová, Dana (referee) ; Novák, Petr (advisor)
This diploma thesis is created for Salon MIA. It evalutes the current situation of the salon and the market in which operates. The thesis includes design of marketing strategies to increase customer base and promotion of the main salon service - changes of the image. The proposed strategy will lead to the creation of profit.
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