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Brand management- The process of managing the brand Maybelline New York in the fragrance market
Schejbalová, Lenka ; Průša, Přemysl (advisor) ; Příhodová, Lucie (referee)
Thesis deals with the topic of brand management, specifically brand management of the product line extension. The selected brand for the practical application of the process of brand management is Maybelline New York, consumer cosmetic brand belonging to the company's portfolio of L'Oréal. The goal is to design and describe the process of management of this selected brand for the extension in the fragrance market. The practical part includes desk research (analysis of contemporary brand management of Maybelline New York and fragrance market analysis) and primary research (focusing on the behavior of target group on the fragrance market and their knowledge and attitudes to this brand. Based on the information gathered by the research the appropriateness of brand extensions on fragrance market is determined and a model for the brand management on this market is designed and described, including setting the brand vision, brand identity, positioning and communication strategy.
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Brand management of Dalkia on energetic market
Konečný, Jonáš ; Halík, Jaroslav (advisor) ; Kantorová, Martina (referee)
The bachelor thesis is focused on the analysis of branding and brand management. The analysis is practically applied on the brand of the Czech energetic firm Dalkia. The thesis describes instruments and methods theoretically and practically used by Dalkia. Author ends this work by practical research about the image of the brand and giving summarized recommendations.
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Marketing analysis of market with luxury professional hair care in the Czech and Slovak Republic
Bolfíková, Petra ; Postler, Milan (advisor) ; Hebká, Gabriela (referee)
The master thesis deals with strategy of luxury professional hair care brand Kérastase Paris on the Czech and Slovak market. The focus of this thesis is on the brand's current position and its communication strategy on these markets. Based on own research, suggestions how to improve this strategy are then made. The work could be divided into three sections. The first one brings theoretical base for the next sections. The second one introduces the brand Kérastase Paris and its current position on the local market by analyzing the secondary data sources. The last part of the thesis focuses on the actual research, interpretation of its results and suggestions of the improvements of the communication strategy of the brand on our market.
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Brand management
Čeřovský, Michal ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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Ceska Kanada brand - principles for its granting
Karvánková, Iva ; Hesková, Marie (advisor) ; Lieskovská, Vanda (referee)
The aim of this thesis is to create the principles for granting the Ceska Kanada brand according to the requirements and ideas of the Czech Canada Agency. Technical literature dealing with destination management and marketing, brand management and brands in general was used for the theoretical part. For the practical part, the existing and functional principles of the Šumava region were applied as a methodical aid.
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SmartWings: Marketing Communications Strategy
Roučka, Jakub ; Halík, Jaroslav (advisor) ; Dufková, Vladimíra (referee)
This thesis is concerned with marketing communications of SmartWings, the low-cost sub-brand of Travel Service airline. The theoretical section comprises two chapters: first of them is dealing with the difference between full-service and low-cost carriers. The second part provides insight into relevant aspects of marketing communications theory. The third chapter is aimed directly at the communications strategy of SmartWings, evaluating current practice and suggesting ways to improve its effectiveness.
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Marketing strategy of Groupe SEB
Hnyková, Petra ; Halík, Jaroslav (advisor)
This thesis analyses marketing strategy of international company Groupe SEB that operates on the market of small domestic appliances and cookware. The company strategically manages portfolio of several international and regional brands. In my work I speak about the theoretical background of the international marketing principles and focus on the analysis of the marketing strategy of each brand with concrete examples and comparison.
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Perception of Palmex brand on the detergents market
Klepáčová, Veronika ; Koudelka, Jan (advisor) ; Klausová, Lucie (referee)
Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of consumers. Brand has to be unique and interesting. Czech detergents market consist of range offer of variouse detergents. We can find there various producers abroad and home. It features with high fragmentation and customer can buy there various products from various producers long time tradion, non branded products and private labels.
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