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Brand perception
KUBÍNOVÁ, Michaela
This thesis follows up brand perception. Brand Česká spořitelna was choosen for its publicity and strong market position. The perception of public and perception of own empolyees was compared. On the basis of comparing of an ideal bank and Česká spořitelna, there were the proposals for improving this perception created. Economic impact was considered too.
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Brand perception
ZAPLETALOVÁ, Nikola
The goal of this thesis on the theme: "Brand perception" is, based upon the analyzation and comparison of chosen brand from the point of view of the public and the company, to create suggestions of the changes in comunication of this brand.
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Brand perception
KOSOVÁ, Jana
The aim of this diploma thesis was to compare the way the Oberbank AG trademark is perceived by the public and by the employees of the company and, using the analysis and comparison of the perception, to suggest a possible change in the company?s way of communication.
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Marketing strategy of Ford on the Czech market
Kliská, Veronika ; Průša, Přemysl (advisor) ; Burda, Martin (referee)
This work deals with the marketing strategy of Ford and its goal is to analyze it and also analyze the perception of the brand on the Czech market. Furthermore it is a proposal of some solutions to improve its weaknesses. The first part focuses on the theory of the individual components of the marketing strategy. It deals with marketing concepts, marketing plan and mix and with different parts of the marketing communication. The second part describes the main historical milestones of the Ford Motor Company, its role in the Czech Republic and the analysis of the current state of the automotive market in the Czech Republic. There are also analyzed the results of several surveys focused on the perception of Ford cars on the Czech market and proposed solutions for its improvement. The third part analyzes the marketing strategy and the individual components of marketing mix. The final section contains several suggestions for improving the weaknesses of the marketing strategy of this brand.
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Brand perception
TOMŠÍ, Pavlína
The aim was to compare whether there are different perceptions of the brand of ČEZ, as by its employees and from the public. Literature review dealt with the brand and its history, brand management and brand positioning. This chapter also included information on marketing research. The practical part introduced company ČEZ. Using quantitative and qualitative methods of marketing research, I tried to find out if employees perceive the brand more positively than public. Research results are displayed using a semantic differential scale and obtained values were compared. Based results then I confirmed or refuted the contrary, the hypotheses at the beginning of work. At the end of part I tried to suggest possible measures to improve the brand perception.
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Dr. Oetker brand perception
Šmídová, Tereza ; Vávra, Oldřich (advisor) ; Kvinta, Zdeněk (referee)
This thesis focuses on the perception of the brand Dr. Oetker, focusing on the Premium pudding. The work is divided into the theoretical and the practical part. The theoretical section describes the basic bonding marketing, branding, marketing communications and marketing research. The practical part is introduced by Dr. Oetker brand, which is a manufacturer and supplier of ingredients for baking, baking mixes, desserts, pizzas and other products. The evaluation of the questionnaire survey is included as well. The conclusion summarizes the findings from marketing research and suggestions for improvement.
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The importance of brand positioning with the application on Google
Vacková, Veronika ; Postler, Milan (advisor) ; Součková, Michaela (referee)
The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current communication strategy. The third and final chapter is devoted to an overall evaluation of the brand's position in the Czech Republic, problematic aspects and recommendations for future direction of the brand. It also includes a comparison of the brand's position abroad.
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Analysis of sales promotion of Henkel company
Kohoutová, Denisa ; Skokanová, Dagmar (advisor) ; Vyskočilová, Marie (referee)
The subject of this thesis is the analysis of sales promotion of Henkel company. The work is divided into theoretical and practical part. The theoretical part is concerned with sales promotions, its objectives, advantages and disadvantages. The theoretical part deals with POP communication and characteristics of various ways to support sales. The introduction of the practical part introduced Henkel company and the specific product designed for the analysis of sales promotion campaigns. The practical part is divided into two sections, namely the analysis of sales promotion of a selected product and the perception of Henkel brand among students. The conclusion of the practical section summarizes practical recommendations for similar future campaigns.
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Perception of the brands Coca-Cola and Kofola on the Czech market
Svobodová, Julie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brands Coca-Cola and Kofola on the Czech market. The objective of this thesis is to analyse and compare perception of these brands by the Czech consumers and consequently propose proceedings to improve marketing strategies of these comapnies. In the theoretical part I attend to brand issue and methods of marketing research. In the practical part I present companies Coca-Cola and Kofola, proceed quantitative research by the method of semantic differential and conseqential qualitative research by the group interview. By conclusion of these results and my discretion I propose the marketing changes for both brands. This thesis shows the strenghts and weaknesses of these two brands: Coca-Cola is percepted by the consumers worse than Kofola in the point of slogan or tune of the company only. But the following research schows that the reason for it may be the poor awareness of the slogan, so I propose to boost the familiarity of the Coca-Cola slogan. On the other side Kofola is evaluated negatively in aspects of design, ditribution and sales promotion, so it should modify its logo, the shape of the bottle, reinforce distribution and sales promotion. Both brands could also improve the quality of consumer competition.
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SAM 73 brand perception of brand's target groups
Talácková, Jitka ; Postler, Milan (advisor) ; Sýkora, Tomáš (referee)
This thesis deals with SAM 73 brand perception of brand's target groups. The thesis consists of two parts. The theoretical part deals with marketing essentials, brand, marketing research and types of commercial communication. The practical part is dedicated to the introduction of SAM 73 brand, which is a sportswear and leisurewear manufacturer, and evaluation of the research based on questioning. In the last part the thesis proposes ideas for improvement of the brand communication.
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