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Image of the brand Kérastase Paris
Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee)
The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.
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Market position of a private label
MICHLÍKOVÁ, Michaela
That bachelor´s thesis is about the issue of private brands, specifically market position of this brands. The main aim is to determined the appropriate recommendations to develop private labels for selected retail trade on the basis the behavior of it's customers. The theoretical part explains the most important terms related to issue of private brands and the practical part is dedicated to realization of marketing research. The outcome of this thesis is a recommendation for improving the status of private labels in the particular retail trade.
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Analysis of brand awareness of Air Bank on the Czech market "Can the Czechs like also a bank"?
Stehlíková, Tereza ; Skokanová, Dagmar (advisor) ; Kešner, Martin (referee)
The aim of my bachelor thesis was to analyse the position and awareness of the new young emerging banking institutions on the Czech banking market that occurred after entrance of new young banking institutions, which disrupted the traditional hegemony of big traditional banks such as Česká spořitelna, Komerční banka and others. The research is primarily carried out from the point of view of brand creation. Theoretical conclusions, that define the first part, are practically validated on a specific example of the new bank - Air Bank. I describe the bank history and key milestones in its establishment on the market and defining marketing approaches that Air Bank has chosen including their influence on the brand awareness. To confirm my claims -- both theoretical and practical ones - I conducted a questionnaire survey at the end of my thesis investigating either general factors of clients approach to banks, and in particular the key public knowledge of Air Bank. I obtained an overview of the success of their marketing communication and brand awareness. In the survey, I confirmed my hypothesis that points to the knowledge of Air Bank and its marketing communications.
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Brand piracy problematics
Kučerová, Lenka ; Mikeš, Jiří (advisor) ; Levora, Jan (referee)
This thesis deals with problems of brand piracy. The main objective is to evaluate the current situation in the various types of piracy, focusing on product piracy especially in the forms of counterfeiting and product imitation. The work consists of a theoretical and a practical part. The first chapter of this part concentrates on the general overview of brand policy. The important role and the value of the brands very much influence the purchasing behavior of consumers and support the presence of non-original products. The second theoretical part is further dedicated to the different types of piracy and legal protection of brands falling under the scope of intellectual property rights. To achieve a more comprehensive view, the practical part considers attitude, shopping behavior and opinions of Czech consumers on this issue.
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Starbucks brand building
Chigovanina, Valeriya ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee)
The aim of this bachelor thesis is to find out, what we should know and undertake to build a strong brand. In the theoretical part there is information about the brand in common (what is it, what kinds of brand there are etc.), as well as characteristics of processes of brand building and management and its components. The practical part deal with Starbucks brand building, as an example for the previous part.Here there is also information about history of this corporation, its performance on the global coffeehouse market, and there are also particular data about Starbucks' rate of success on the Czech market, its local competitors, customers and problems of this coffeehouse chain, that were revealed through the author's research. There is also suggested a way, how to eliminate these problems.
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E-shop brands perception when shopping on the internet and evaluation of brand Alza.cz
Ježková, Petra ; Horová, Olga (advisor) ; Mňahončáková, Jana (referee)
The aim of this thesis is to map and analyze Czech internet environment with regard to the perception of e-shop brands and shopping behavior when online shopping. A sub-goal is to find the key factors and trends in purchase decisions of Czech consumers on the internet and compare its roles with role of e-shop brands. The secondary objective of this work is to make brand evaluation of Czech e-shop Alza.cz. Analysis of available secondary data and own primary market research survey via the internet have been done as a part of this thesis. Three hypotheses have been identified and tested. Recommendations based on the research outcomes have been formulated for e-shops operating on the Czech online market as well as concrete recommendations for e-shop Alza.cz.
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Brand management of selected brand
Honzíková, Dana ; Průša, Přemysl (advisor)
This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its features and basic identifiers. Furthermore, I analyze the theme of brand management and brand value (equity) and focus on individual steps of brand management scheme by S. M. Davis. The practical part describes the market, the manufacturer of the brand and the brand itself. Elaborated is also a questionnaire survey conducted under the thesis. The final part is devoted to summary and analysis of the current situation of brand management and design of possible improvement in the future. The results of this thesis could be used as incentive for brand management of the brand, or for inspiration for the management of other food brands.
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