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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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Brand Building of IKEA in the Central European Region
Dumbrovská, Hana ; Halík, Jaroslav (advisor) ; Ouvínová, Tereza (referee)
The bachelor thesis is focused on marketing communication used by IKEA in order to develop successful brand building on the furniture market in the countries of the Central European Region. Therefore, the thesis describes methods and instruments theoretically and practically applied by IKEA. Moreover, the thesis comprises a research on brand image carried out by the author as well as resulting implications. The analysis concludes with a comparison of typical IKEA customer in the Czech Republic, Slovakia and Hungary.
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Budování a image značky DOBRÁ VODA
Opletalová, Klára ; Puchýř, Milan (advisor)
Cílem této diplomové práce je analyzovat počáteční vývoj budování značky DOBRÁ VODA, srovnat marketingové komunikace stolních a minerálních vod a zhodnotit image značky DOBRÁ VODA na základě průzkumu trhu. Předpokladem je, že povědomí o značce DOBRÁ VODA je poměrně vysoké, ale image značky z důvodu vysoké konkurence na trhu postupně upadá a DOBRÁ VODA se mezi svými konkurenty není schopna výrazně odlišit. Práce pojednává o strategickém budování značky, brand buildingu a image značek a dále se věnuje značce DOBRÁ VODA a jejím konkurentům. Image značky DOBRÁ VODA byla hodnocena pomocí design testu a to ve vztahu ke 4 dalším konkurentům. Podrobné výsledky tohoto šetření jsou obsaženy v kapitole 8.2.
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Analysis of Starbucks marketing strategy
Justová, Eva ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on analyzing of the perception of Starbucks on the Czech market. The investigation on the Czech market is done through a questionnaire, part of the work are findings and recommendations to the brand. The work explains the concepts such as brand, branding, brand management and brand building. Last but not least, describes current trends in brand building.
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Strategic brand management of Kofola
Navrátilová, Hana ; Postler, Milan (advisor) ; Geschmay, Jan (referee)
Kofola shows a perfect example of a successful brand revival and its further development. It prooves, that brand's history and knowledge are just one of many factors contributing to bilding a strong brand. The most important is the whole process of effective and strategic brand management. This diploma thesis analyzes the strategic brand management of Kofola. Its goal is to reveal the main keys to success standing behind both the brand's and the company's results. At the same time, several imperfections and unused opportunities are uncovered and on their basis recommendations for improvement are made. Part of the thesis deals with an own marketing research, based on a questionnaire method. The questionnaire focuses mainly on perception of Kofola's image and the way of presenting it in the last summer campaign. Based on the questionnaire results there is a hypothesis examined that people perceive Kofola's "retro" image positively and that this way of communication is the right way also for the future.
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Brand building of firm Oriflame on the Czech market
Piekarzová, Karolína ; Halík, Jaroslav (advisor) ; Votavová, Milena (referee)
The aim of this bachelor work is to outline the Oriflame brand building on the Czech market. The work should familiar the reader with the company, to bring its operations in the Czech Republic, focusing on the implementation of its marketing strategy. The marketing mix and a SWOT analysis will help to this. It will also draw results, whether the target company for the Czech market is real and successfully fulfilled.
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Brand building of Ráááádio Impuls on the Czech market
Matuščáková, Lenka ; Halík, Jaroslav (advisor) ; Kubák, Matúš (referee)
The aim of this bachelor thesis is to describe the process of building the brand Ráááádio Impuls from 2004 up to the present. The principles of marketing communication and brand building are defined in the theoretical part of this work. Further on, in addition to the description of the radio market in the Czech Republic and the position of Radio Impuls in it, I analysed in detail the building of the brand Ráááádio Impuls, its values, vision and mission as well as its marketing communication by which the brand is targetly and continuously being built. Eventually I identified the organizational structure of the radio and its changes, which preceded the creation of a new brand.
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