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Business plan about new concept of circuit training
Nikitinová, Věra ; Kotáb, Jiří (advisor) ; Šlégr, Pavel (referee)
This work is divided into two main parts, the theoretical-methodological and practical part. In the first part I discussed the topics related to the business. The greatest emphasis is placed on explaining the business plan and its individual parts. The first part ends with an explanation of the possible way of protecting your business identity. The practical part deals with the specific field -- about setting up the business and business develompent of "circuit training". Within different parts of a business plan I am trying to show the beginning and development of this project and trying to demonstrate how can just only the idea - "doing what we do different and better for our clients" - become a successful business plan.
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Trademark as an Intangible Asset of a Firm
Holický, Martin ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
There are important concepts, tools and methods introduced in the theoretical part of my bachelor thesis on theme Trademark as an intangible asset of a company. All the gained theoretical knowledge about intangible assets, methods of valuation and mostly about brand, its elements and functions, are the basis of the practical part. The subject of practical part is application of gained theoretical knowledge about Trademark as an intangible asset of a company. The purpose of the part is to introduce the company and primarily to calculate the value of trademark and its management in DataLife, Ltd.
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Trademark as an Intangible Asset of a Firm
Bukač, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
The theoretical part of the thesis on the topic of "Brand as an intangible asset of the company," explains and describes the main concepts, tools and methods that relate to this issue. Listed are primarily theoretical knowledge of the brand and its elements of its value, positioning and various methods used for calculation of the value of the brand. The practical part allows the use of theoretical knowledge in the field of brand valuation and subsequent application to a specific example in the context of the selected company. The aim of this section is to introduce the company EPACK Ltd. and elements of the brand, which the company uses. The last step will be presented and described the methods used valuation of intangible assets and calculated values to the methods used.
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Retro brands and their influence on the consumer behavior of juveniles
Mihalíčková, Veronika ; Říha, David (advisor) ; Dumbrovská, Hana (referee)
This thesis is dedicated to the retro style, namely the Czech retro brands and what is their influence on the consumer behavior of juveniles. The theoretical part defines brand and especially the key term retro marketing. Next part focuses on the renewed Czech brands and it selects four specific examples of these brands. These brands are then analyzed in terms of their history and from the viewpoint of their current strategy. In the practical part, a quantitative research method focus group is made. The outputs of this research are then analyzed and the results are interpreted. The aim of the work is to determine whether the retro brands have any influence on the consumer behavior of juveniles. It also aims to reveal their specific motives for purchase, and whether these include aspects such as history, tradition and origin of the product.
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Impact of price premium on a consumer
Holyansky, Michael ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
This bachelor thesis analysis main aspects of consumer behavior and it's application on the understanding of the price premium. In order to solve given hypothesises, a questionnaire survey as a form of quantitative research was used. Thanks to the chosen procedure the price premium level of Red Bull trade-mark was found out. The added value of this thesis lies in recommendations related to trade-mark analysis and the questionnaire survey.
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Brand management of the company Crystalex, CZ
Červinková, Tereza ; Průša, Přemysl (advisor) ; Novotný, Jiří (referee)
The aim of this diploma thesis is to analyse brand management of one chosen company. The theoretical part of the thesis is focused on comprehensive explanation of brand management. At first brand and other related terms are explained from the marketing point of view. Then the author has focused on legal dimension of the term brand and its registration as trademark. The practical part of the thesis deals with the analysis of brand management of one concrete Czech company Crystalex, CZ, which produces and exports Czech domestic glass. The primary data are gained by dialogues with specialists from the company and its patent agency. The author has talked to many potential customers in points of sale of products from Crystalex, CZ as well. On the basis of all these information the author has made own proposals to increase the efficiency of brand management of the company Crystalex, CZ.
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Valuation of the trademark VLTAVOTÝNSKÉ KREMROLE
Tomší, Klára ; Svačina, Pavel (advisor) ; Hájek, Rudolf (referee)
The thesis deals with the valuation of the trademark named "VLTAVOTÝNSKÉ KREMROLE". It is divided into five main parts. The first one examines external strategic potential based on past market characteristics and the future development. The same part analyses the internal strategic potential based on the potential of trademark's owner. In the second and third part I deal with the information about current financial indicators of the owner of the trade mark and their prognosis. The fourth part provides the results of the opinion survey which was targeted at the knowledge of valuated trademark between consumers and at their attitude to the trademark. The last part describes methods for valuation of the trademark and gives the final value of the trade mark.
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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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Legal aspects of valuation of trademarks
Mášová, Hedvika ; Boháček, Martin (advisor) ; Čada, Karel (referee)
This thesis deals with problems of legal aspects of valuation of trademarks. The first part concentrates on a specific legislation of trademarks and its historical development, describes meaning of immaterial property and industrial law and determines its legislation in Czech Republic. Here are also briefly described international rules that are in connection with valuation of trademarks. In this part are also given reasons of valuation of trademarks and methods suited for this valuating. The second part contains case study representing legislation and methods of valuation of trademarks on specific example.
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