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The brand strategy : Dove on the Czech market since 1995
Neupauerová, Patrícia ; Kopecký, Ladislav (advisor) ; Vojtěchovská, Martina (referee)
This bachelor thesis aims at analysing Dove brand strategy on the czech market since its launch in 1995. The text is divided into two parts. The theoretical part is foc used on a brand and the brand strategy in a context of a marketing communications and its essential role in the brand building process in a current, very competitive environment. The brand thinking and the key brand attributes are specified, brand identity and brand equity and its role from both, consumer and producer point of view. Describing the strategic analyse of a brand, its phases and analysing the importance of a consistent identity and positioning of a brand. Focusing on key functions for developing the brand strategy, factors of influence and describing the brand strategy as a direction for brand activities. The second part describes Dove brand, its history, identity, key attributes, positioning and the development of its communication strategy. Focusing on its role on the czech market since 1995 and the communication strategy used since its entry as a tool for differentiating the brand among competitors. The key factors of its success and the relevant benefits the brand offers consumer are described. Demonstrating the importance of a clear, consistent strategy in the process of building a strong, long- lasting brand. Powered by...
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Introducing the brand Vína z Moravy, vína z Čech in 2006-2008
Pospíchal, Tomáš ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
Bachelor thesis "Introducing the brand Vina z Moravy, vina z Cech in 2006-2008" deals with the process of creating and introducing the brand Vina z Moravy, vina z Cech and its communication activities of this brand. It describes the phenomenon of viniculture and wine in the Czech Republic and briefly maps the domestic wine market and communication activities, which had taken place in it so far. It presents the wine as a product with certain specifics in the terms of marketing communication and it tries to shortly describe these specifics. Thesis also analyses thoroughly the creation of the brand and its basic properties. Besides describing the brand itself the thesis also deals with the particular communication activities, which had been related to the brand and had been launched in 2006 - 2008. With the help of overall mapping of the campaign of the brand thesis puts the brand in the context of marketing communication of products. In particular chapters it describes some unusual characteristics, which the brand indicates considering its aims. The building of the brand and its communication are described as well as commented with reference to the theoretical basis of marketing communication.
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Analysis of marketing communication of mBank company in the Czech marketing in years 2007-2009
Papugová, Petra ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
The main aim of my baccalaureate work is to analyze marketing communications of mBank company in time period from 2007 to 2009 in the czech marketplace. Original thought for me will be the reality that traditional instruments of marketing communications lose its effectiveness, but it is still impossible to talk about their overcoming. I will pay attention to particular communication instruments including new trends on the marketing communications field, which allow an opportunity to uncommon and original address of current and potential customers. At the same time I will show wide possibilities, which these new trends (mainly internet, event or guerilla marketing) offer in the framework of communication mix and create so an ideal complement for traditional marketing instruments. I will try to demonstrate advantages and disadvantages of their usage in comparison to traditional promotional methods. At the end of my work on the basis of carried out analysis I will present my own recommendation of possible improvements of marketing communication of mBank company. I will also try to suggest future movement of marketing in next several years.
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Marketing activites of Mountfield company in 2008 and 2009 with emphasis on Kolo štěstí
Bernklauová, Lenka ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
Bachelor thesis "Marketing activities of Mountfield company in 2008 and 2009 with emphasis on Kolo stesti" deals with marketing activities of the Mountfield company, which is the garden equipment seller particularly at the Czech market. The thesis defines and describes the basic terms of marketing communication, which are then used on the specific cases concerning with the company Mountfield. The main part of the thesis deals with the most known and the most discussed section of the campaign, which is the so-called "Kolo stesti". This activity is described also in the ethical consequences.
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The marketing communication analysis of the Poděbradka Brand in 2006-2008
Čížková, Lucie ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
The bachelor dissertation called "The marketing communication analysis of the Podebradka Brand in 2006-2008 is focused on the decription and evaluation of the marketing communication one of the best-selling brands in the mineral water segment. The brief history of the Podebradka mineral water and the definition of the soft drinks market are examined in the introduction. There is also a description of the Podebradka's brand position on the market and it is compared to its competitors. The key part of the dissertation is dedicated to the marketing and communication mix analysis based on the secondary data which were mainly taken from the internet and Podebradka's magazines. The evaluation of the marketing communication and its constistency are performed on the basis of these analysis in conclusion. According to this evaluation it was possible to propose several changes in communication mix of this brand which could contribute to its more effective communication and its differentation from competitors.
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Baťa brand in commercials 1920-1925
Peprníková, Tereza ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
My Bachelor thesis "Bata brand in commercials in 1920-1925" deals with marketing communications of Zlin company in the referenced years. First part of the thesis describes brief history of Bata company. Next chapter describes relation of factory founder Tomas Bata to advertisement, which was very positive. Main part of my thesis describes commercials in newspapers Narodní listy via description by time axis. In the other parts of bachelor thesis film advertisement is described. Among other forms of marketing communications of Bata company, which was used between years 1920-1925, belong posters, leaflets, shop windows, company signs, logo, commercial in services, Bata's price, prospectuses. Bachelor thesis deals with them also. My thesis also proposes to find out the methods, when was they communicated, what and how communicated. Thesis gives the communication in the times coherence of the events in Czechoslovakia. In the resume the thesis summaries the way, how firm build the brand Bata.
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Communication strategy of Fernet Stock brand in years 2006-2008
Fišerová, Iva ; Köppl, Daniel (referee) ; Kopecký, Ladislav (advisor)
The bachelor thesis the communication strategy of Fernet Stock brand in the years 2006-2008 deals with the topic of creation of the communication strategy showed on an example of the brand Fernet Stock. In the thesis are mentioned all the aspects which influence the scheme of communication strategy. An important part of the thesis focuses on the topic of brand, its aspects and particular features, which are very important while creating the communication plan. The bachelor thesis includes the particular communication activities of the Fernet Stock brand in the yeas 2006-2008. These activities are further evaluated in light of efficiency, consistency and suitability for the target group.
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Relaunch of established brand shown on an example of Benzina in the year 2008
Ročková, Daniela ; Kopecký, Ladislav (referee) ; Köppl, Daniel (advisor)
The bachelor thesis called "Relaunch of established brand shown on an example of Benzina plus in the year 2008" is focused on the relaunching process of a Czech traditional brand Benzina and its decrease of commercial potential and reputation that threatened its position on the market in 2006. Benzina decided to start a process of fundamental strategic change that represents the core of my thesis. Beginning with the description of the brand's meaning and its characteristics I stress their importance for all companies in being successful following by short analysis of the Czech petrol station market and introduction of the company itself. Benzina as a company that serves its customers for over 50 years was not perceived as a loyal company with positive associations and image, good services neither. The core part of my thesis introduces particular steps in the whole process of restructing the identity into becoming a new brand called Benzina plus. I also focus on the representation of the new brand describing its new image, equity and also customer focus group. Further I describe the communication tools and media mix. The last part of my work analyses the campaign "Měníme se v čase" ("We are changing in time") that launched this new brand publicly throughout media in 2008. Properly I define creative...
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