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Brand Image and Brand Identity
Lukavská, Klára ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.
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Analysis of the position of premium and luxury car brands on the Czech market
Huťťan, Tomáš ; Průša, Přemysl (advisor)
Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech 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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Brand management of Schauma Brand
Grauerová, Martina ; Průša, Přemysl (advisor) ; Kocourková, Jana (referee)
This bachelor thesis on the topic of Brand management of Schauma Brand deals with the effects of the brand Schauma on the Czech market. The Schauma brand ranks among brands of the Schwarzkopf Company. The goal is to evaluate the strategy of brand management of the Schauma brand on the Czech market. The thesis is divided into two parts, theoretical basis and practical research. The theoretical part explains the basic concepts related with the topic of the work. The practical part introduces the Schauma brand and analyses obtained data. The survey deals with knowledge and attitudes towards this brand and perception of identity or brand image of Schauma. In conclusion there are particular recommendations and proposals to improve the Schauma brand on the Czech market.
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Corporate identity of new brand and e-shop design
Leksa, Ladislav ; Bubeníček, Jan (advisor) ; Khabirova, Maja (referee)
The goal of this thesis is to establish a new brand making t-shirts for people engaged in geocaching. There are two main objectives - to create brand's corporate identity and to create e-shop design. However, this thesis deals with all the tasks that have to be fulfilled to enter the market, e.g. competition analysis or target group analysis. One of the topics also focuses on brand identity. The theoretical part summarizes rules that are necessary for the practical part. The practical part deals with the creation of the new t-shirt brand.
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Identity and image of the brand Audi in Czech republic
Figura, Martin ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
The work deals with the perception of the Audi brand in the Czech market. The theoretical part describes the terminology related to the concepts of brand image and identity. The practical part includes an analysis of data obtained from my own research that seeks to uncover the match or inaccuracies in the perception of image and brand identity. It shows the actual image of Audi and also finds whether the prejudices about the brand Audi which circulate in the Czech Republic were refuted.
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Greece Destination Brand and its Role in Perception of Country’s Image
Vejražková, Lenka ; Pešek, Ondřej (advisor) ; Dragonová, Kateřina (referee)
This master thesis deals with Greece destination brand with focus on its image. The goal of the thesis is to evaluate the touristic position of Greece in the Czech Republic, in-depth exploration of perceived destination image and consequent suggestion of more effective communication. The research methods used are quantitative questionnaire survey followed by qualitative focus groups. Outcome of the questionnaire survey is exploration of what the Czech relations to destination of Greece are, evaluation of marketing communication effectiveness, exploration of gap between Greek destination image and identity and evaluation of differences between Greece destination brand image perceived by Greeks and Czechs. Focus groups will lead to further understanding of the problematics. In conclusion, current status evaluation and its confrontation with the potential status will be done.
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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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Image of brand L´Oréal Professionnel in B2B segment
Novotná, Barbora ; Průša, Přemysl (advisor) ; Kolomijcová, Bianka (referee)
I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like and whether it is the same as the brand identity. According to the fact, that in some parts there is a clash between these two, I have been recommending steps, which will help to improve the L'Oréal Professionnel image. I have been suggesting these steps also according to the present image of two main direct competitors of L'Oréal Professionnel, which are Wella and Schwarzkopf, which I have included into my research.
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