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Research of the image of L'Oréal in the segment of students in Belgium
Berčíková, Michaela ; Postler, Milan (advisor)
This paper is divided into theoretical and methodological part. First part defines the concept of the company brand, its role as a non-tangible asset, its value and methods of measurement and the process of strategic management of the brand value. Second part discusses the history of the L'Oréal Group, explains the main steps of the research. It focuses on student's perception of the importance of job conditions and psychological traits in a company as well as evaluation of L'Oréal's performance on these aspects.
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Brand Image and Brand Identity - Selected Issues
Petráčková, Jana ; Filipová, Alena (advisor) ; Průša, Přemysl (referee)
This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.
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Hodnocení vybrané značky na trhu
Rerko, Filip ; Halík, Jaroslav (advisor)
Tato práce popisuje proces vytváření a budování značky v průběhu času. Teoretická část obsahuje zejména vysvětlení obecných pojmů, legislativních postupů při získání registrované známky, vzhled a tvorbu samotného loga. Druhá část hodnotí konkrétní grafické atributy vybrané značky na trhu. Hodnotí značku a popisuje proces zavádění a budování této značky na našem trhu.
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Perceived brand value among students of Czech universities
Benedikt, Jiří ; Kališová, Libuše (advisor) ; Zamazalová, Marcela (referee)
The perceived brand value consists of brand's recall and recognition, perceived quality, customer loyalty to the brand and other factors. These factors, together with other associations and values are researched in this thesis on four Czech and four foreign brands among students of Czech universities. The aim is to compare and evaluate results of the research of brands in different branches of business and to find its strengths and weaknesses.
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