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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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Building the brand Hilti on the czech market
Cidlinský, Filip ; Halík, Jaroslav (advisor) ; Matús, Eduard (referee)
The bachelor thesis deals with brand building of Hilti company in the Czech republic. The thesis is divided into three parts. The first part describes the Hilti company, it's history and it characterizes it's activities. The second part is focused on brand strategy of Hilti company. The third part analyses the differences between the brand strategy in the Czech republic and the global brand strategy. In the end of this thesis I evaluate the differences and suggest solutions, how the differences could be improved
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Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
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Communication design of a new textile home decor brand
Vrabcová, Jana ; Vondra, Zdeněk (advisor) ; Bedřichová, Petra (referee)
The subject of this bachelor thesis is the communication design of a new textile home decor brand. The main purpose of this thesis is to define the brand essence according to the theoretical concepts with emphasis given to the meaning, elements, identity, brand equity and individual brand building and managing processes. The practical part is focused on the introduction of the BV.LINEN brand with description of the design of its communication concept including identity, elements and positioning based on the theoretical knowledge and own analysis results of target group characteristic and competitive brands.
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Czevitrum's brand building on a design glass market
Janecký, Vlastimil ; Halík, Jaroslav (advisor) ; Santariusová, Markéta (referee)
The aim of the thesis is to find out whether it is possible to succeed on a design market with a new brand and with minimal financial resources. A Czech design startup Czevitrum is considered as model company in this situation. I focus on the development of Czevitrum's brand during the past two years mapping the brand's strategy on foreign markets and analyzing the product and its marketing communication. Based on the findings, I propose next steps for Czevitrum's brand building.
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Regional brand perception
PŘÍVĚTIVÁ, Iva
Bachelor thesis is aimed at the analysis of regional brands, specifically on perception of regional brands. The target of thesis is to analyse and suggest changes in the identity of this brand by using different marketing tools. In literary research, the primary attitude to the brand, the value and the management of the brand is described. The practical part is dedicated to chosen region and regional brands inside the region. Furthermore, the certification of products and services is discussed. The marketing research is focused on the awareness of consumers about regional brands and their popularity, specifically of the "Šumava originální produkt" brand. The questionnaires and structured interviews with brand holders are used to achieve this aim. It was found that the brand the "Šumava originální produkt" is perceived as less known brand. It was designed option to spread brand awareness. By using QR code, contest or mobile applications.
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Regional brand perception
NĚMCOVÁ, Lucie
The thesis is focused on analysis of selected regional brand perception. The aim of this work is propose changes in brand identity. The theoretical part describes basic concepts, procedures and opinions of individual authors on the brand issues. The intention is to compare these different views. The thesis uses methods of qualitative and quantitative marketing research. The marketing research gives information by consumers and brand users. At the beginning of the research, hypotheses were determined. The practical part presents results of the survey, which objective was to find out perception by consumers. Beside, structured interviews present attitude of the brand users. Recommendation in brand identity is based on the analysis of marketing research.
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Brand building strategy of the mark Lilien Czech Jewelry
Perglerová, Lucie ; Halík, Jaroslav (advisor) ; Petruška, Tomáš (referee)
The aim of this master thesis is to is to present the company P&P Jewelry Ltd., it's activities and to describe the current way of building brand Lilien Czech Jewelry, as well as an analysis of key markets and on the basis of the results to draft a new strategy of brand building. The first theoretical chapter deals with the specifics of brand building in the offline and online environments. The next part contents presents the company P&P Jewelry Ltd., it's project Lilien Czech Jewelry and markets on which the jewelery is exported. The following chapter focuses on the analysis of the competitiveness of the brand on the most important markets for by using the PEST analysis and the Porter's five forces model. The fourth part analyzes contemporary brand building strategy of the brand Lilien Czech Jewelry. In conclusion of this thesis is analysis of research of customers perception of the brand.
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Strategy of introduction of BMW i Series to the Czech market
Rabiňák, Ondřej ; Halík, Jaroslav (advisor) ; Baštář, Pavel (referee)
The thesis is focused on a strategy of introduction of BMW i series to the Czech market. The theoretical part describes the terminology related to the concept of corporate identity, corporate design, corporate communication, corporate culture and product. The practical part includes an analysis of data obtained from own research, which seeks to reveal the identity or differences in the introduction of i series to the market from other model series and furthermore deals with a role of exclusice dealer on local market and his influence on introduction of product to the market
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Brand building draft of new textile brand
Dolanská, Barbora ; Průša, Přemysl (advisor) ; Chmelař, Petr (referee)
The theme of this bachelor thesis is Brand building draft of new textile brand. First part is aimed at description of brand, elements of brand, brand identity, brand positioning and its vision. Practical part is focused on draft of my own brand, which includes specific presentation of particular brand elements, brand vision, its identity, brand positioning and last but not least marketing communication, price strategy and distribution plan.
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