|
|
Proposal for New Brand Development
Tomanka, Peter ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalárska práca sa zaoberá problematikou strategického rozvoja značky klasického mužského obliekania. Práca je rozdelená do troch častí. V teoretickej časti sú vymedzené teoretické východiská, ktoré slúžia na vytvorenie a budovanie stratégie značky. Po vymedzení teoretických poznatkov, nasleduje analytická časť. Táto časť sa zaoberá prieskumom trhu a potenciálnych zákazníkov. V práci sú spracované výsledky analýzu trhu. Tieto výsledky slúžia ako základ pre tvorbu návrhovej časti.
|
|
|
Proposal for New Brand Development for Own Business Project
Šviha, Richard ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalářská práce se zaměřuje na strategický rozvoj mé značky, Pastelle Apparel, která se pohybuje na trhu se stylovým, značkovým oblečením. Značka se nachází na úplném začátku své existence, proto tato práce postihuje veškeré aspekty jejího vzniku, společně s kompletní vizí její realizace. K dosažení a navržení konečné podoby značky je využita řada teoretických modelů a výzkumných metod zaměřených jednak na samotný koncept značky, na charakter zákazníka, jejich vnímání naší značky a následně náhled na konkurenci na tomto trhu. Výsledky a uplatněné metodika jsou klíčové pro realizaci a navržení konečné podoby mé značky.
|
|
|
Specification and Development of New Brand
Compelová, Natália ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
This master thesis focuses on the specification and development of a new specialty coffee roasters brand based in Brno. Reason behind the thesis is the author’s own motivation supported by current and relevant analysis, especially in the field of the coffee market, its development and trends, competition, potential customers and other factors, that might affect the new brand when entering the market. Chosen analysis and proposals are using methods and tools explained in the theoretical part. Presented proposal serves as a framework for the future development of a brand that will be competitive and will meet customer requirements.
|
|
|
Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
|
|
|
Semiotic analysis of a Staropramen brand and his affiliations with marketing archetype
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. This theory is related to the use of the knowledge of psychology in marketing practice. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for describing the use of archetypes in marketing, describing points...
|
|
| |
|
|
Strategic Brand Management
Slámová, Petra ; Svobodová, Karolína (referee) ; Zich, Robert (advisor)
This thesis deals with the problematics of brand development of a chosen business, which is pizza and burger manufactory and delivery Comics Pizza & Burgers in Brno. The thesis is divided into three parts. The theoretical part defines theoretical bases which serve to create a brand development strategy. The analytical part follows, based on the findings in the theoretical part and a methodical outline. This part first describes basic business data, which is followed by an analysis of the inner and outer business environment as well as an assessment of the current business situation from the market, clientele, and competition standpoints. These analyses serve to evaluate the newly researched information and to create the designs found in the final part of the thesis.
|
|
|
Strategic Brand Management
Beran, Jaromír ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The diploma thesis deals with proposals for the development and building of a brand at the retail company Goled, which deals with the online sale of LED lighting. The thesis identifies suitable theoretical concepts for brand development. First is analyzed the company, the Goled brand itself and then its position to customers and competitor. The work mainly uses the experience of existing customers of the brand, which it then uses to design appropriate building and development of the Goled brand.
|
|
|
Strategic Brand Development of Company
Holešovský, Jakub ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
The Diploma thesis deals with the strategy of building the Daflex System brand. The thesis is divided into three parts. The theoretical part defines the theoretical basis for creating a brand building strategy. Next part, the analytical part is based on the knowledge and methodology of the theoretical part. This section describes the basic information about brand Daflex System. The thesis continues with analyzes of customers, suppliers and competitors. These analyzes then lead to the evaluation of the findings and the creation of recommendations in the last part.
|
|
|
Analysis of the brand DM based on theory of archetypes
Mackenzie, Karolína ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis is based on the theory of archetypes transferred to the marketing environment from personality psychology. In marketing, this theory is applied on brand personalization. In the theoretical part of this thesis, archetypes by Mark and Pearson and further processes of brand building and brand personality are described. In order to understand philosophy of the dm company better, the concept of anthroposophy and its transfer to the company's biodynamic agriculture approach is introduced. In the thesis, a question of the Caregiver archetype as seen in the communication of dm is being solved. There are five elements of communication analysed within the dm brand: products, slogan, spots, company magazine and CSR activities. The level of similarity to the Caregiver archetype is evaluated in these elements. This archetype is the most frequent in children's products and the active beauty magazine, which targets family as its main topic.
|
guest ::
